Case study
Mid-week meals with The Doctor’s Kitchen and Tenderstem® broccoli
The brief
Leading fresh produce brand Tenderstem® asked us to develop a creative multi-channel campaign that would position Tenderstem® broccoli as the perfect ingredient for mid-week meals in order to encourage spur-of-the-moment cooking. Our aim was to highlight versatility and ease of cooking, making Tenderstem® the perfect vegetable to have in the fridge whatever you fancy making. We were asked to reach time-pressured and health-conscious confident cooks.
The delivery
Under the ‘Make Every Dish a Little Adventure’ campaign, we brokered a collaboration with Dr Rupy Aujla, Sunday Times bestselling author, NHS GP and founder of The Doctor’s Kitchen.
We collaborated with Dr Rupy to create three new Tenderstem® recipes, fronted with relatable, instructional videos. This video content was used extensively for social advertising to reach Tenderstem®’s target audience as well as appearing on Rupy’s channels in front of his 200,000-strong audience of engaged followers.
Dr Rupy’s recipes, inspired by cuisines from around the world, also formed the basis of a media relations campaign to secure editorial mentions for Tenderstem® broccoli and to land the brand’s key messages in the media.
Finally, we rolled out a scheme of influencer gifting in January, linking our collaboration with Dr Rupy to Veganuary and the release of his latest cookbook.
The results
8.3 million impressions served, 1.75 million video views and over 23,000 link clicks generated from our social advertising campaign
13 pieces of media coverage, with an OTS of 5.9 million
Influencer gifting secured 23 organic mentions of Tenderstem® and the collaboration with Dr Rupy with an overall reach of 479k
Influencers had a 7.57% average engagement rate
Dr Rupy’s sponsored posts generated 115k impressions
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8.3mimpressions served via social advertising campaign
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5.9mreach of press coverage generated by the campaign