Brief: Raise awareness and trial of Go Organic, Unilever Bestfood’s range of premium organic pasta sauces and soups, amongst passionate ‘gourmet foodies’.
Method: Allowed the brand’s great taste to speak for itself by encouraging key media opinion formers to sample the products. Underpinned the pure quality ingredients message with ‘reasons to believe’ by raising the profile of founder Charlotte Mitchell, an organic guru who has MS. Hosted a ‘pure pleasure’ launch event for mainstream media, to showcase the brand’s pure taste and versatility, using the culinary skills of the Go Organic chef. Encouraged trial by delivering premium quality hampers to food critics at home, containing all the necessary organic ingredients and tableware to produce a quick and tasty meal in situ. Built Charlotte’s profile, and hence brand credibility, in key media by selling in inspirational lifestyle features.
Results: Key brand messages and visuals communicated through a range of editorials in core media, including You (Mail on Sunday), She and House Beautiful, with feature profiles secured in the Daily Mail, The Times, BBC Good Food, Health & Fitness, Sunday Post and Edinburgh Evening News (the ‘home’ of Go Organic).