Warburtons / Tesco Case Study
our Translation / Typesetting work relating to food manufacturer, labelling translations, POS translation, cultural advice.
“What we value about Talking Heads is that they take time to explain their recommendations and help us to interpret the opinions of our local partners.”
Export Development Manager, Warburtons
Talking Heads works with Warburtons on their international communications. This case study introduces their joint product launch with Tesco, across Eastern Europe.
The Requirement
How do you say 'crumpet' in Polish?
Primarily pack copy, POS materials and international web copy was translated into 6 languages, however what turned out to be the biggest challenge was introducing crumpets to markets who had no idea what they were! Educating a market about a new product adds additional challenges - do they have something similar? Would they take to it? Why would they change their breakfast habits?
The Solution
Talking Heads offers a fully immersive account solution, and provided Warburtons with confidence in quality, efficiency and pricing. Additional consumer research was carried out as our client was introducing a new product to the markets.
Research
Understanding our client and copy content is key to delivering effective translations. Every Account Manager and Project Manager conducts research into the sector, company and products, ensuring their complete understanding of the content they are managing.
Recruitment
Working from our in-house pool of over 11,000 worldwide linguists, internal recruitment was carried out to ensure the best linguists were chosen, based on mother-tongue language, sector expertise and experience in translating and copywriting for the sector, product and type of content. A selection of linguists was then shortlisted and trained / inducted to the account brand (incl. tone of voice) and project/s.
Process / Quality
At Warburtons' request, our ‘standard’ process was employed; review, pre-processing, translation, review, proofreading, review, spot-checking, formatting, post-processing, delivery and feedback.
View process details >>
Formatting / Implementation
Files are sent to us either in MS Word or Adobe InDesign format. For either format, our ‘target’ language files must mirror the ‘source’ language files as much as possible, allowing for cultural localisation. This includes layout, imagery, indexing, contents tables, font choice and technical implementation (incl. for script languages such as Arabic). Print-ready files are returned.
TM Management
Having worked with Warburton for many years, the TM (Translation Memory) we hold for them is comprehensive. For each product which requires translation, we can achieve the highest level of consistency and quality, due to this referencing. Discounts are also made possible as many parts of standard text are kept on record. This TM also becomes part of any new linguist’s brand training / style guide. When a revised document is sent to us for the amendments to be translated, we load it into our TM and make changes to the revised sections only, ensuring the most cost effective and efficient result.
Pricing
Like any business, our customer Warburtons has very strict budgets. After discussion about their requirements at the beginning of their account setup, our client always knows where they stand, and can often work out an approximate cost before they even send the work to us. They find this extremely helpful when they are at the pricing stage of their product development.
Turnaround / Delivery
All translations are produced within Warburtons' launch schedule, fitting into the design, copywriting, print and delivery of POS collateral to market.
