London’s Borough Kitchen (Borough Market, Hampstead and Chiswick) was recently announced as a finalist in five of the Excellence in Housewares Awards categories, including the Excellence in Retailer Initiative Award for its Made in Britain campaign.
Justin Kowbel, co-founder of Borough Kitchen reflects on the successful initiative, which took place last September: “This was one of our most successful marketing campaigns ever and had huge engagement from customers and others. It was a significant contributor to our highest monthly sales growth for 2018 (34% vs. an average of 14% for 2018).”
Justin explains the rationale behind the campaign: “We have become increasingly concerned with the carbon footprint of our products. In around June/July last year, we realised that we had sourced a lot of products traditionally sourced from abroad (including the Far East) from the UK. These are products actually made (not just designed) in the UK. This lead us to a coordinated launch and marketing event for September titled ‘Made in Britain.’”
The retailer used various channels to communicate the campaign, including in-store and window displays and signage marketing the overall theme. Individual signs communicated the provenance of each manufacturer and why Borough Kitchen had selected the ranges as ‘products we love.’
‘Made in Britain’ was also featured on Borough Kitchen’s homepage as well as in an email campaign. There were also social media stories throughout the month about each manufacturer.
Featured brands included Silverwood bakeware and Samuel Groves cookware – made in Birmingham.
Top: Part of a ‘Made in Britain’ window at Borough Kitchen.
