Diablo Supper Club

Casillero del Diablo was looking for a vehicle to build brand awareness and loyalty and position itself as a leader in the food and wine arena. The solution - to forge a meaningful relationship with the grass-routes supper club movement.

Capitalising on the current trend for eating at home – linked to the economic climate, and the popularity of programmes such as ‘Come Dine with Me’, the Diablo SupperClub phenomenon was launched in April 2010 at the central London cookery school L’Atelier de Chefs. The event invited influential food bloggers and journalists to re-create their own supper club – click on the video to see how it went.

This marked the beginning of a concerted through-the-line marketing campaign encompassing PR, advertising, social media, competitions and point of sale materials.

The Diablo SupperClub was soft-launched to raise awareness and attract a following during a summer sampling campaign throughout the UK in 2010. The sponsorship of a number of picnic concerts reached 160,000 consumers via sampling and sales, with literature distributed regarding the SupperClub and branding on the stand.

This year, building on the 160,000 consumers sampled in 2010, Casillero del Diablo is augmenting its experiential activity through sponsorship of the national ‘Foodies’ festivals, seven weekend events throughout the UK attracting around 200,000 food lovers.

2011 will see grass-roots supper club activity across the UK. Watch this space.