Bio Slug Pellet Promotion

Background

Bio slug pellets have been the brand leader in the control of slugs in gardens for many years.

However there has been a growing misconception that these pellets are potentially harmful to pets and wildlife which has meant an increase in popularity of alternative formulations and inroads being made into Bio’s brand share.

Mulberry were briefed to come up with a campaign that would eliminate any negative impressions about the products safety and encourage sales to the very people that have concerns about wildlife.

The Solution

Mulberry examined all the research data available and became convinced that, used correctly following the "Slug Pellet Code", the product represented no danger to wildlife or pets.

We proposed that the best way to overcome any prejudice was to unambiguously link ourselves to Hedgehog welfare.

We contacted a well known nestbox manufacturer who was closely linked with animal welfare charities and arranged to offer hedgehog nestboxes and hedgehog food to buyers of Bio Slug Pellets via an on-pack offer.

The on-pack communication was via a six page Fix-a Form leaflet covering the whole back of the pack together with a powerful flash on the front.

Inside the leaflet was a section dispelling popular myths about the dangers of slug pellets for wildlife and the environment, together with an order form for the hedgehog nestbox and food.

The promotion was also supported by an in-store competition to win a nestbox in each stockist.

Results

The campaign generated an enormous amount of press and trade interest and brought the debate, about whether or not slug pellets are harmful, into the open where the evidence could be scrutinised.

A dramatic swing in consumer perceptions was the result generating vastly increased sales.