Our ambition was to raise awareness of the new Lean & Greens hybrid meat and plant products and build anticipation ahead of the products launching in Tesco. Core to this objective was determining the interests, behaviours and demographics of key consumers. We were tasked with building an engaged online audience that could be nurtured into Lean & Greens customers.
Originally we targeted several key audiences to determine which audiences the product and brand resonated with most. From the findings, we identified that health-conscious parents and women trying to lose weight were the most engaged audience. The Slimming World community was a particular stand out.
We engaged influencers and content creators from those demographics to create exciting, healthy recipes using the Lean & Greens products. Core messaging used throughout the campaign related to the products’ health benefits and unique flavours.
We also aimed to educate and inspire our audience by collaborating with a nutritionist to provide insights into the health benefits of increased plant consumption. On Instagram, this resulted in an engagement rate five times greater than that of the closest competitor.
We raised awareness of the new brand among key media contacts and gave them the opportunity to sample the products which resulted in coverage in titles including Metro, The Grocer, Prima and Closer and generated some fantastic feedback on the products.
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