While Chambord -- a black raspberry liqueur from France -- has good distribution and awareness, there is little knowledge of its point of difference. Through relationship building and the creation of brand education experiences, Chambord and Ammo's objective was to win support from Trade Influencers in 10 U.S. cities, before consumer marketing activity began in 2008.
Ten Chambord Brand Ambassadors were hired and trained on the brand's story and unique value. Ambassador-initiated one-to-one conversations challenged Influencers' preconceptions of the brand. Influencers were invited to a Chambord Session -- a facilitated educational experience, where they could experiment hands-on in a luxury environment to discover and prove the brand's versatility as a cocktail ingredient. The goal was to leave them inspired to endorse Chambord to peers and customers.
- 1,197 Trade Influencers were reached by the program, 742 attended a Chambord Session.
Highlights from the post-Session phone survey of Trade Influencers who attended Sessions (n=-270):
- Pre-program, 81% felt that though they served Chambord, they knew little or nothing about it; after attending a session, 70% felt they knew much more about the brand
- 89% said they were significantly or somewhat more likely to recommend Chambord to a suitable customer
- 73% agreed/strongly agreed they were using it more often
A Mystery Shopper survey tracked bartenders' willingness to recommend Chambord. Across three waves of activity there was evidence of greater recommendation (+20 pts to 69%)and more knowledge of the versatility and quality story (+22 pts to 66%). Brand visibility improved, with increases in "ease of reach" (+7 pts to 81%, indicating more frequent usage).
More than 50 new signature drink listings were gained in key luxury-oriented outlets, and 29 new distribution points were claimed.
Volume in accounts covered by the program increased by +14%, with re-order rates up by +17%.
Credit Information
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Client: Brown-Forman (Chambord brand)
Agency: Ammo Marketing
Budget: Undisclosed
Date of Campaign:April - June, 2007
