An innovative media led solution on a small budget
Linda McCartney is the UK’s most famous meat-free food brand, but has been facing stiff competition from the likes of Quorn and other players for some time. Following a brainstorm with partner marketing agency, Feel, we developed a communications solution rooted in strong insights around the audience, that could be executed on a limited budget, and brought innovation to the Client who changed their media approach wholesale as a result.
With a limited budget of £250,000 we convinced the Client to leave behind a focused press campaign by highlighting how a simple insight that mums seeking healthy food solutions for their family saw themselves as budding chefs, could be turned into a glorious communications idea that asked them to create the next Linda McCartney dish that is being sold in Sainsbury’s from August.
Working with the creative agency Feel, we designed a campaign that recruited the best recipes through social media. Created content of the ‘search for the best ads’, showcased the finalists in a week long activity during This Morning ad breaks asking viewers to vote for their favourite at ITV.com. All of which has provided a legacy story for the brand to leverage through their on-going marketing.
The campaign reached over 34m consumers through PR coverage, nearly 10 times more from previous press campaigns, not to mention web visits were up 909%, over 3,000 votes received on ITV.com and most importantly the latest 4 weeks sales were up 7.7% YOY where previously it had been down -3.9%, despite an estimated £3m Above The Line TV push from Quorn so far this year.
“Thanks for your part in a positive move forward and a good start for our NPD brand sales so far.” Marketing Manager, Haine Celestial