Dr Trouble

Dr Trouble


The Brief

Dr Trouble, an all-natural range of artisan-produced sauces from Zimbabwe, briefed Silver Pear to launch its products to the UK market. 

Key messages including 100% natural credentials, its support of local African communities, commitment to conservation and provenance of the 130-year-old recipe.

Targeting the speciality and independent markets our brief was to raise awareness amongst trade and with the end consumer.

The Approach

Targeted trade announcement on the two products launching in the UK market.

New product page outreach within national food and drink and lifestyle press.

Inspirational recipe content placed within food and drink pages of target consumer press.

Great Taste Awards submission to create advocacy on the products’ flavours, heritage and quality.

The Results

  • 22 pieces of speciality and grocery trade media coverage to introduce the new products.
  • Total trade reach of over 2k.
  • 22 pieces of national magazine and newspaper consumer press within product pages, including an endorsement by The Times columnist Matthew Paris and worldwide podcast broadcast.
  • A total consumer media reach of 112 million with 100% positive sentiment.