Olives Et Al, the Mediterranean ingredients and snacks specialist favoured by celebrity chefs such as Jamie Oliver and James Martin, has appointed TDA to conduct a strategic review of its marketing activity.
The direct marketing agency is tasked with identifying and developing potential growth markets for the brand. This will involve in-depth analysis of its current customer base, which includes direct sales via the brand’s own outlets and mail order as well as B2B sales to delis, retailers, airlines and other traders.
Olives Et Al was co-founded in 1993 by Giles Henschel. The brand has become synonymous with good quality and it is the driving force behind the renowned Deli of the Year Awards.
The objective of the review is to find ways to refine and streamline the brand’s marketing activity to provide a strong platform for future growth. It is expected that online activity in particular will become more sophisticated, covering business as well as retail customers. A CRM strategy will also be developed for both consumer and trade relationships.
Henschel said: “The idea for Olives Et Al was born after I spent a year travelling in the Med and felt frustrated at the lack of decent Mediterranean ingredients in the UK on my return. Its success has been beyond our wildest dreams and now it is time to take a step back and think about how we want to grow the business in the future. TDA’s innovative ideas, rooted in sound strategic direction, have impressed us from the outset, and the agency is the ideal partner for this new stage of our journey.”
TDA chief executive Heather Westgate added: “It is a real treat to work directly with an entrepreneur like Giles. His passion for Olives Et Al is infectious and we are excited about the potential of this project to elevate the brand to a whole new playing field.”
