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Jam brand Duerr's launches 'Proud to be British' campaign

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By The Drum Team, Editorial

May 10, 2012 | 2 min read

England's oldest jam and marmalade company Duerr's is launching a patriotic new campaign celebrating its British heritage.

New packaging features a 'Proud to be British' crest and a QR code which, when scanned, opens a specially-created microsite featuring moments that make Brits feel proud - such as Will and Kate's first kiss on the balcony.

A fresh piece of footage will be hosted on the microsite every day. Duerr's main website has also been rebranded with a bright, colourful street party theme intended to capitalise on events such as the Queen's Diamond Jubilee and the Olympics.

The year long ‘Proud to be British’ campaign is being led by Democracy. The agency oversaw the rebuild of the Duerr's website, which was developed by Code For The People alongside designer Jon-Paul Raduch.

Duerr's has also used Facebook Timeline to document a series of colourful highlights from its 131 years of production. These include former board member Edgar Duerr and his “Motor Car Terror” which saw him make headlines for breaking the national 12mph speed limit in 1910 along with King Edward VII’s royal visit to Old Trafford in 1905.

Democracy founder Jennifer O'Grady said: "We wanted to create a campaign that would encapsulate Duerr’s pride in their strong British heritage and their forward thinking approach.

“Using a technological twist, we will encourage the nation to swell with pride as they tuck into their toast and marmalade each morning; nothing could be more British than that!”

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