Case study

Launching meat-free meals for WW

The brief

With the growth of campaigns such as meat-free Monday, demand for meat-free alternatives is expected to continue to grow. With this in mind Greencore, the producers of WW chilled prepared meals, tasked MCG with raising awareness of its two new vegetarian dishes through traditional PR.

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The delivery

With Covid-19 meaning the majority of media were working from home, visiting journalists’ desks to deliver hot samples was no longer an option. As an alternative to traditional media desk drops, tailored hampers were delivered to key consumer journalists’ homes to not only highlight the dishes’ key credentials, but also to give them the opportunity to taste the meals at home with their families at a time convenient for them.

The results

In the three months following the product launch, the campaign reached more than 4 million in traditional media alone

Coverage secured in national newspapers including Daily Express and Daily Mirror as well as key women’s consumer titles such as Health & Wellbeing, HomeStyle, Woman, Best and Pick Me Up.

  • 4m
    Reach of PR coverage