Brief: Previous activity had soley focussed on individual Timotei variants, not the brand. People needed to be reminded of the brand’s values which are nature and family.
Method: Align Timotei with simple, natural goodness to return the brand to its roots in nature. Generate coverage of the repackaged and reformulated range through celebrity endorsement and consumer call to action.
Results: Surveyed 1,500 women to determine how much time the nation spends in nature, with health expert’s commentary on how spending time in nature improves health and well-being. Launched the ‘Campaign to Rediscover the Beauty of Nature’ to solve the problem of people not spending enough time outside. Celebrity gardener Kim Wilde fronted the campaign, positioning Timotei as a way to rediscover nature. Below the line activation dovetailed with the PR campaign with an on pack ‘Kids Go Free’ promotion to outdoor nature venues nationwide. Website was created detailing all the regional promotions. Hosted two regional ‘Nature Days’ with Kim Wilde to generate coverage of the Timotei Kids Go Free promotion regionally.
Media reach: Broadcast coverage included 40 radio interviews including LBC and BBC Radio 5 Live. 5 pieces of TV coverage were achieved, with interviews on ITN News and London Tonight. Editorial coverage highlights include The Express, Daily Star, Real, Best and Celebs on Sunday and over 100 regional newspapers. Achieving a reach of over 70 million. Timotei sales penetration increase of 13%. Repeat purchase up 3%, retention up 4% and loyalty up 12%.
