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Market
The British have had a long running love of sausages. In fact, half of all UK households serve sausages for at least one meal every week. The total sausages market is worth 拢394 million a year and is witnessing year-on-year growth of 11.7%. It is estimated that each year we eat 301 million packs of sausages (Source: ACNielsen 2004).
Furthermore, nearly 80% of the population buy sausages (and on average they buy at least eight times a year). Sausages not only have the advantage of being suitable for a number of meal times, but are popular all the year round - from sausage sandwiches, hearty sausage casseroles in winter, through to being a strong favourite for BBQs in the summer months.
Achievements
has been making sausages for more than 200 years so it's not surprising that it is the best known sausage brand in the UK. Familiarity apart, consumers know that Wall's is a trustworthy brand offering a range of products which meet their various needs, not only in sausages but in bacon too. As a brand Wall's is worth 拢87 million and commands an 11.3% share of the sausage market. The brand enjoys 91% awareness amongst the British public thanks not only to its strong heritage, but its marketing campaign in 2003 and 2004, which used TV, cinema as well as press.
Wall's has been swift to respond to changing consumer needs as the trend for convenience products grows. Wall's Micro-Sausages was introduced specifically to cater for families and young adults with busy lifestyles. It is now worth 拢3.1 million and is enjoying year-on-year growth of 66%. This growth has bee driven by increased awareness due to successful TV campaigns held in 2003 and 2004.
Wall's has also rejuvenated the frozen category in sausages, which had been declining, with the 2003 launch of Wall's Balls. The product generated 拢6.2 million in sales in its first year, which, backed by a nationwide advertising campaign, achieved 75% awareness amongst its target market in under twelve months (Source:Millward Brown).
History
Sausages have been available for centuries. The Greeks ate them and they were also a standard item on the menu of the Romans who introduced them to Britain. Indeed the word sausage comes from the Latin 'salsicius' or 'salted' which was a general term for preserved meats. The original 'salsicius' was probably a dried sausage, not dissimilar from products such as salami, which would keep in the hot Italian climate. The British developed their own version and each county created its own particular method of producing and flavouring their local sausage, from Cumberland sausages in the Lake District to the taste of sage associated with Lincoln sausages.
Wall's sausages made their debut when the father of Thomas Wall, Richard, opened a sausage and pie business in St James's Market, London in 1786.Wall's reputation as a superb pork butcher and sausage producer par excellence quickly spread and by 1812 the company received its first Royal Warrant as Pork Butcher to the Prince of Wales. Successive generations of Royals have remained loyal to the sausage. Queen Victoria was specific about how her sausages should be made while more recently Prince William revealed he had a great fondness for sausages and chips.
The business continued to flourish under Wall's son Thomas and gained more royal appointments. Wall's continued to thrive, even during World War II, because sausages were one of the few foods to escape rationing. It was during this period that sausages earned their affectionate nickname 'bangers' because wartime production methods meant they would often spit and explode in the frying pan.
In the 1950s Wall's was quick to spot the potential of television advertising and has used the medium ever since to maintain brand presence. Throughout the 1980s and 1990s the brand grew its market share through TV advertising featuring Charlie and Sniff the dog. Kerry Foods bought the brand in 1994 and continued with this advertising until 2000.
In the last four years the brand has continued to grow through new product development (NPD), with the introduction of innovative BBQ products, Wall's Micro Sausages and Wall's Balls range and in autumn 2003 Wall's introduced a new look for its sausage and bacon range. These launches have seen strong marketing support which has included press, TV, cinema, outdoor and the highly successful 'We want Wall's' campaign. It was backed by a consumer press advertising push using the endline 'Why eggs want to be laid'.
The new look builds on Wall's heritage of 'Best quality for 200 years'. In 2004 the brand will reintroduce its much loved icon, the Wall's dog, which conjures affectionate memories with consumers. The device will be used in the launch of a Favourite Recipe premium range over the summer.
Product
The uncompromising quality standards that are used in making Wall's products, first adopted by Thomas Wall more than 200 years ago are still maintained. Wall's expertise offers the consumers a wide range of both fresh and frozen products which suit everyone. It includes traditional standard thick sausages which are ideal for everyday and are also available in thin or skinless. The Favourite Recipe range is the latest addition to the Wall's family. Aimed at families, it is a premium range for evening meal times. To make provision for those who have dietary concerns, Wall's range includes a lower fat product, which contains less than 5% fat called Lean Recipe Sausages.
With the new trend in convenience in food preparation, Wall's has introduced Wall's Micro-Sausages, which are ready in only one minute. Wall's Balls are crumb-coated sausage meatballs, which can be cooked from freezer to oven in fifteen minutes. The product was created to give busy mothers another choice at children's teatime, which had been previously dominated by frozen chicken and fish-based products.
Recent Developments
In June 2004 Wall's introduced its Favourite Recipe Range, which consists of sausages which use the best pork cuts and are delicately seasoned for a subtle but distinctive taste. The products, which are available in Pork, Lincolnshire and Cumberland varieties, are foil wrapped to preserve flavour, which marks a first for the sector.
The new range will be supported by national TV advertising campaign as well as in store merchandising and marketing support. Aware of the growing popularity of BBQs and that consumers are looking for inspirational BBQ's ideas, Wall's has developed a new range for 2004. This includes three products - a frozen Jumbo Sausage pack for the spontaneous family BBQ and 'bun-size' fresh sausages, a sausage just the right size to fit in your bun. This product was designed with entertaining family and friends in mind and is available in pork and BBQ flavours. Sausages are so popular in the UK that they are now being developed in lots of new ways.
To capitalise on the on-the-go market, Wall's has launched Wall's Snack Sausage. This product, a cooked sausage ready to eat, is aimed at young adults as an alternative to savoury snack and is available in the convenience channels.
Promotion
Although the brand was one of the first to recognise the value of television advertising it also uses a range of below-the-line media to communicate the versatility of its products. To support mums during school holidays, The Wall's Balls 'go ball-istic' campaign featured a Hacky Ball promotion, which offered free balls in selected packs. The Wall's Balls website () created for the occasion offers online ball games and a competition with prizes such as a weekend to Alton Towers.
This innovative category promotion was designed to build and reward loyalty.
In addition, the through-the-line campaign featured advertising on terrestrial and satellite television. Micro-Sausages were under the spotlight at the beginning of 2004 in a 拢1m TV campaign that aired in January and February. The spots which aired on all major TV channels targeting eleven million young adults and 5.3 million young families.
Brand Values
Wall's endeavours to maintain the same high standards which Thomas Wall insisted on when he started making his famous sausages more than 200 years ago. Additionally it offers consumers a wide range of products and a depth of choice -all attributable to one thing - Wall's expertise. The brand has a warm, fun personality and is regarded as unpretentious and approachable, whilst maintaining contemporary appeal. Wall's stands for the satisfaction of good, honest grub, providing great sausages and bacon for everyone.
Things you didn't know about Wall's
Homer mentions sausages in The Odyssey written more than 2,700 years ago.
In 1840 Thomas Wall was awarded the Coronation Medal by Queen Victoria's half brother, Prince Karl von Leiningen.
Two return journeys from London to New York will cover the length of Wall's sausages sold in one year.
Wall's has also introduced two products to tap the on-the-go market. Wall's Snack Sausages and Wall's Sandwiches. The former offers a ready cooked snack sausage, the latter an 'all day breakfast' sandwich.
In the bacon market, the brand has a range, which includes unsmoked, smoked and streaky bacon.
漏 2004 Superbrands Ltd