Brakes Group lands a catch with mobile media

Ashford, Kent: Brakes Group is promoting its M&J Seafood products with an innovative mobile marketing campaign sending picture messages (MMS) of its catch of the day to customers. This is a UK first for a food wholesaler.

Incentivated, a mobile marketing and technology specialist, is sending the picture messages on behalf of Brakes Group. The campaign showcases the “catch of the day” as soon as it lands in port each morning.

The MMS includes a click-to-call action that allows recipients to call their nearest M&J Seafood branch and place an order for the freshest fish. The MMS showcases the types of fish landed that morning, as well as providing information about the catch’s provenance.

All M&J Seafood B2B advertising materials: posters, flyers, social media sites, websites, banner ads – include an SMS call to action to opt-in to receive free updates for fresh fish.

Eroll Chimanga, Brakes Group’s e-commerce manager says: “We are really pleased to be able to deliver a UK-first for a wholesaler with this service using Incentivated. We recognise that mobile is increasingly important for business as well as retail customers.

Jonathan Bass, managing director, Incentivated says: “By bringing together the effectiveness of a click-to-call mechanism with a B2B MMS message, many restaurant owners now have a greater choice of the freshest fish which means they can make timely purchasing decisions.

“The DMA/IAB messaging research from late last year applies as much to the wholesale market as the retail one; recipients notice picture message advertising.”

The Brakes Group supplies food in the UK, Ireland, France and Sweden. Incentivated (http://www.incentivated.com) is an independent technology company and agency with 10 years’ experience operating in the mobile marketing services sector.

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