MCG brokered a partnership with novelist, podcaster and journalist, Caroline O’Donoghue, who created a reading list for Pink Lady®. The Sensational Reads list comprised of eight books, written by female authors from diverse backgrounds, which all featured food in delightfully different ways.
MCG shot three videos which starred Caroline talking about her choices and the wider theme of food writing and fiction. The videos and reading list were advertised as part of an extensive three-month social media campaign, which also saw Caroline promote Pink Lady’s Sensational Reads to her social media following.
To further spread awareness of the reading list, MCG gifted influencers copies of the books along with personalised gifts themed around summer reading.
Almost 510,000 views of the Pink Lady® Sensational Reads videos featuring Caroline O’Donoghue, with a 15.44% view rate on YouTube
Social media advertising reached 695,000 users
Secured 19 mentions from influencers who were sent gifts relating to the Sensational Reads campaign.
The combined Instagram following of those who featured Pink Lady® gifts was more than 500,000