Campaign Fulfilment: British Heart Foundation Food 4 Thought
Client: Brown Publishing Group
John Brown Junior, the children’s division, won the pitch for all printed material accompanying the latest British Heart Foundation Food4Thought campaign.
Objective - Outsourced Campaign Fulfiment
Food4Thought is a campaign aimed at young people. For the last three years a new schools resource pack has been produced for The British Heart Foundation (BHF). BHF wished to communicate with both teachers and pupils aged eleven to thirteen years of age, communicating with them ‘as equals’ in order to engage and maintain their interest in health issues and to empower them to improve their eating and lifestyle choices.
This year the pack also looked at unmasking the various ways in which junk food is marketed to young people, so that young people can see when they are being targeted by junk food manufacturers and retailers.
Activity
In order to achieve this objective, John Brown created a fun and informative pack, whereby schools were invited to order the appropriate quantity of teachers and kids packs (to allow for one pack for each young person).
Being the third year Orbital Response & Fulfilment (Orbital R&F) has worked on the BHF Food4Thought campaign, they were extremely familiar with the mechanics of the campaign and led John Brown through the operational brief.
Planning started six months prior to the activity going live, John Brown had various designs and concepts which we worked on together. Orbital R&F provided John Brown with recommendations and the most efficient ways in which the job could be completed, such as, best fulfilment methods, packing materials and informing them if an idea was just not feasible. John Brown and Orbital R&F had to liaise regularly in terms of pricing up many different design concepts before one was chosen.
Prior to the fulfilment process taking place, on behalf of BHF, JEM Orbital R&F’s sister company, mailed 5,572 schools asking if they would like to receive a pack. 2,897 responses were data-captured, which was then recorded into a database by JEM and passed to Orbital R&F.
Kids Pack: Orbital R&F sister company MacDonald mailing, poly-wrapped 558,600. Each pack contained, a magazine, sticker sheet and 3D glasses.
Individually wrapped glasses were dropped onto every kids pack by hand as they went along the poly wrapping line, as they couldn’t be inserted by machine. These packs were then sent to Orbital R&F warehouse in Rushden for boxing up and mailing.
Teachers pack: 9,600 Teachers wallets (known as the ‘big fat wallet’, was made up at Rushden. Each wallet contained, five kinds of vouchers (cinema tickets, chocolate wrapper, teachers note, poster, £13m bank note), and Orbital R&F fixed a CD onto each wallet. Each teacher wallet also contained one kids pack.
For labelling and mailing purposes, data was passed to Orbital R&F data processing team. According to how many teachers and kids packs requested by each school, the data team had to determine how many wallets and kids packs fit into a box, to mail out to the school. Once the data was sorted, it was passed to ushden, where the teacher wallets were packed accordingly, and both the teachers and kids packs boxed up and sent via DHL.
During this campaign there was a delay prior to items being sent to Orbital R&F which led to stock arriving late. In order to remain within deadline, Orbital R&F had to speed up their processes by working longer hours and recruiting more staff than originally planned. The campaign was a success and it was turned around very quickly, and to deadline.
Result.
The campaign ran for approximately 2-3 weeks with a positive response.
“Whilst working with Orbital Response and Fulfilment on the British Heart Foundation Food4Thought campaign, I found the customer service excellent with a proactive attitude, a massive help when trying to complete a complicated job. Whatever the request, the response was swift and completed to a high standard”
Simon Gandy, Senior Production Manager, John Brown Publishing Group
