the conviviality of Italian food. A musical theme had been added to the TV ad copy.
In-store promotions.The press and TV campaign were supported by sampling and
taste demonstrations from the pasta range of Buitoni.These sampling activities
were carried out inside large multiples such as Tesco. Consumers could also
pick up money-off coupons that encouraged trial purchasing. At the sampling
stands, recipe booklets and other leaflets were also distributed.
Sponsorship. Buitoni also signed a two-year sponsorship agreement to become
the official sponsor of the UK’s largest road race, the BUPA Great North Run.
Every year, the race starts in Newcastle, the location of Buitoni’s factory. As
part of the sponsorship, Buitoni invited 30 000 athletes the night before the
race to a pasta feast.The cost of the sponsorship was in the neighbourhood of
£50 000. In 1993, Buitoni was also testing the grounds on the sponsorship of
certain television programmes such as the De Medici Kitchen, which was a
cookery programme aired in the UK.
Public relations. In order to get the full benefits of the company’s market develop-
ment activities, Buitoni allocated part of the marketing budget to public relations
activities.The PR agency signed up the Great North Run sponsorship, for example.The Casa Buitoni Club
The objectives of the Casa Buitoni Club were not just to have a database of
consumers who were responsive to Buitoni communications such as sales
promotions and other consumer offers. The idea behind the club was to
develop a deep and strong sense of brand loyalty through the linking of the
Buitoni brand values with a large audience of Italian food lovers in the UK.
Management used the buzz words of warmth, empathy and the sense of
belonging and lifetime value of a customer when talking about the club. It
was hoped that the club will allow Buitoni to communicate intimately and
passionately with interested consumers, thus building the Buitoni brand
into the trustworthy authority and expert in things about Italy and pasta.
Nestlé eventually launched the Casa Buitoni Club in November of 1993.
The company mailed invitations of membership to those who had regis-
tered and had expressed an interest in Italian food during the campaigns
since 1992. There were over 150 000 names and addresses. The time had
arrived for the experiment in brand building to begin in earnest.
To those who responded to the invitation, Buitoni sent an Italian lifestyle
information pack. The company also provided a care line for members who
wanted to call and ask for cooking advice or suggestions. This created a sit-
uation where the consumer actually talked back to Buitoni, a step towards
the much-hyped consumer dialogue over advertising monologue. On a
regular basis, members received a full-colour newsletter with editorials
about Tuscany and Italy, information about the lifestyle of the Italians,
numerous suggestions for cooking pasta, and money-off vouchers.
Buitoni further offered sweepstakes to members. The winners were invited
to visit the original Casa Buitoni villa. Club members were also offered travel
The customer market domain: Managing relationships with buyers 73