Monday, April 23, 2007

the art of marketing without marketing - the ultimate viral campaign

I'm from Sheffield in the UK. Now Sheffield isn't famous for many things it a northern town which used to have a lot of industry mainly steel, you'll have heard of Sheffield Steel. It has a few famous rock stars too, Def Leopard (I can't stand them), Pulp, The Human League and recently the Arctic Monkeys.

But if you're from Sheffield there's one thing which connects you to everyone else in what's know as Yorkshire's biggest village.

Hendersons Relish

Hendersons Relish, is like black gold. It looks like Worcester sauce but is nothing like it, it's kind of sweet and sour and has a curious aftertaste too. There truly is nothing that compares to Hendersons Relish.

The strange thing about Hendersons is that, as far as I'm aware and I've lived Sheffield for 34 years, they have never, ever advertised. Nothing, not a sausage, not even sponsorship. Even the bottles are simplicity itself, they still have the same orange label they always have. In stores it is displayed in plain brown boxes, no point of sale.

Yet I guarantee that every house in Sheffield has a bottle and cherishes it. There is shouting if it's stew for tea that there's no Hendersons.

I put it all down to mystique marketing, the building for Hendersons has always been the same, you never see anyone enter or leave and there are no Hendersons delivery trucks. I've never heard anyone say they work there. Its as if the stuff just appears from thin air.

You can now order it on line as they've finally relented and built a very understated (what do you expect) website. Even that builds on the mystique.

Hendersons is truly the art of marketing without marketing.

Order some online now I guarantee you'll be hooked, just don't tell anyone just think it.

No comments:

Post a Comment