We believe that building strong grocery brands begins at home, our home.
Here you’ll find cupboards full of experience in consumer, shopper and trade marketing. We’ve got the type of swish, sparkly thinking that makes the neighbours jealous – and energy? Well, we’ve got bagsful!
Our passion shines bright into the street outside and we’re not shy, so we don’t close the curtains.
If you’re looking for a new agency with imagination, then why not drop in for a cuppa and find out for yourself. We’ve got really nice biscuits too!
We have a vast amount of marketing expertise under one roof at Toucan that allows us to support a brand’s journey from
launch to consumption.
We provide brand owners with the tools, and the confidence, to sell in ideas, products and marketing campaigns to commercial buying teams across different channels.
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We use our understanding of shopper behaviour to create cut–through and excitement that ensures brands make it into the arms, baskets or trollies of our targeted shoppers.
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We make sure that people keep coming back for more through trial, engagement or loyalty by using the tools, techniques and creative thinking that’s designed to get results.
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We think it’s important that you like us.
Don’t expect any egos, but do expect confidence in our ability and for us to care passionately.
We’re nice people who love working together. We really think like a tight knit family.
And we don’t take ourselves too seriously.
I’m Gary, Managing Director of Toucan and someone who thrives on helping brands grow. You could say I laid the foundations for the agency over 20 years ago — and I’m as committed to building our clients’ businesses today as I am my own.
Whether being the architect of large strategic blue prints or just rolling up my sleeves and helping to hang the wallpaper, I just love to be involved.
Looking forward to seeing you around our place soon.
Hello. I’m Mike, a founding director of Toucan and someone who gets worryingly obsessed by things… Apple technologies, Crystal Palace FC, playing table tennis, the San Francisco Giants… I can’t really explain why. As a child of the 70s, I blame it on only having three TV channels and an unhealthy fascination with the trade test card.
At work, my obsession is delivering the best damn creative marketing solutions that surpass our clients’ objectives… Simple as that. Crackerjack!
Hi there, I’m Andy, Toucan’s Creative Director. I’ve got a rather furtive imagination and just love playing with words and pictures. Handy when you do my job.
Great communication is what drives everything forward for me, and I make sure we’re doing this for the brands we work on, whatever the platform or project. Big ideas rule and we’re not restricted by what we do in terms of media.
This is the place a brand can really live.
Hi, my name is Sam and I’m Toucan’s Finance Director. I basically make sure the company is functioning efficiently with the correct infrastructure to support the work we do for our clients.
In between juggling many tasks and running a busy household, I like to take time out for a lunchtime run. I like to keep active and enjoy making the most out of life. The older I get, the younger I feel.
Hello, I’m Nina, Senior Account Director and bit of a gatekeeper in our home. I can often be heard saying “If we refer to the brief…” not simply to annoy the creative team, but to make sure that the ideas we create meet our clients’ stated objectives.
I then work with my colleagues to bring the ideas to market in the best possible ways, whilst keeping a lid on the household budget.
Mary Anne FitzGerald
Hi, I’m Mary Anne. I’m Toucan’s Client Services Director. For clients old and new I love nothing more than getting to know you, your businesses, brands and trading goals. Call me a nosey neighbour if you like, but the insights I gain give us the understanding and inspiration to address those challenges and come up with simply super solutions.
Hi I’m Jane. I’m the resident expert on Shopper Marketing at Toucan — and on Northcote Road, just ask my bank manager!
I started on Safeway (yes, that long ago) and have worked with lots of brands on lots of shopper activation and strategy plans.
I’ve even got the Mary Portas hairdo! Feel free to come and talk shopping anytime.
Apr 25, 2013
Back in the early 19th Century, when Easter eggs first appeared in France and Germany, who would have thought that this delicious confectionery item would pose such forecasting and planning headaches for the marketers of today?
From the humble beginnings in 1893 of the 19 different lines on the Cadbury Brothers Easter list in the UK, around 90 million Easter eggs are now sold.
So what makes smooth supply such a difficult task to crack…
The first important factor is the significant change in the date on which Easter falls each year. When compared to Christmas Day, which is on the same day each year, or even celebrations such as Mother’s Day which moves back or forth by a few days each year, Easter Sunday can vary wildly between March 22nd and April 25th. This means potential volumes achievable in the shorter time period are only around 75% of those attainable in a longer Easter season.
Aligned to the actual Easter date, is the weather. Ironically, whilst 2012 saw a longer Easter period, the warm weather dampened the demand for Easter eggs, whilst 2013 was boosted by the public’s desire for chocolate. Despite a slow start this year, sales on food and drink at the UK’s leading supermarkets in March grew 6.2%, whilst confectionery stormed ahead with a 41% increase year on year, according to Nielsen.
Promotional activity is also crucial in this sector. According to Brandview Insights, in 2011, 62% of Easter confectionery was on promotion. This rose to 72% in 2012. Mechanics themselves shift from season to season, for example the multibuy mechanic popular in 2011 shifted to a focus on price reduction in 2012.
The most significant reflection of success for marketers is sell through, a measure of all stock sold through the tills by close of play on Easter Saturday. Presence in store in terms of depth of distribution and facings are paramount to success and the sell through gained in one year is a heavily influencing factor in both of these for the following year. Fall below levels of 85% and you’re in trouble.
Determining sell through levels is itself a complicated juggling act that the most sophisticated forecast models struggle to predict, despite the reduction in range of Easter eggs. Over the last 10-15 years, reduced margins on Easter eggs mean that retailers are not incentivised to carry comfortable stock levels given the potential cost of excess stock. This Easter, a number of retailers faced this very issue and a wide scale shortage of Easter eggs was reported in The Grocer http://www.thegrocer.co.uk/companies/supermarkets/easter-egg-sell-out-prompts-supermarket-apologies/238132.article
So, whilst the last of our Easter confectionery is gradually being eaten up, spare a thought for those out there already working on the vagaries of Easter 2014…
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