Case study

Raising awareness of the new fruit on the block, Metis®

The brief

Brand marketing specialists Coregeo® asked us to raise awareness of Metis®, a fruit brand which was new to the UK market. MCG was asked to develop an integrated campaign to educate consumers about the new fruit, which is a natural cross between plum and apricot.

The delivery

We leveraged influencer relations to tell the story of Metis® – how bees play a leading role in developing the naturally bred fruit, its unique flavour profile and how it can be used in recipes. We partnered with five leading food influencers to educate their following about Metis® via Instagram Stories and to create a recipe featuring Metis® to feature on their Instagram feed and blog.

Influencer partnerships were complemented by extensive social media advertising to target people in the UK with relevant interests to educate about what Metis® is and where to buy it.

The results

A reach of more than 900,000 from the social media advertising campaign over the three-month period when Metis® is in season

Combined reach of over 32,000 from the influencers’ Instagram static posts

Creation of high-quality recipes and photography for ongoing communications campaigns

  • 900,000
    Social media advertising reach
  • 32,000
    Reach of the influencer campaign