Flava-it – spreading #meatlust – a food PR campaign

The Flava People tasked us as its food PR agency with supporting the launch of three special edition ‘Meat Lust’ varieties of its Flava-it meat marinade over a four-month period.

The Flava People challenged us to get products into hands and increase brand awareness, with the ultimate aim of introducing a new, younger audience to its range of marinades.

We devised a food PR launch campaign to pull this new audience in, backing up the video content created by Code ComputerLove

Objectives

Get product samples into the hands of the new 18-30 male target consumer, key trade and consumer media

Make #MeatLust famous

Support social media – generate content

Strategy & Plan

With a limited campaign budget, we knew it would be crucial to pound the pavement and prioritise getting products into the hands of The Flava People’s new target audience.  Old Spitalfields Market was the perfect location for a pop-up tasting event.

We planned and managed a full day’s tasting event, which included a social media ‘selfie’ competition to generate sharable content and create online buzz, in addition to taking the opportunity to courier hot samples to journalists at men’s lifestyle titles across the capital. To strengthen online legacy, we invited London lifestyle and food bloggers along to cover the event.

Aside from managing the London tasting event, we sourced and shared foodie news throughout the campaign, devised and seeded a #MeatLust infographic, worked with The Flava People’s in-house chef on recipe tips for lifestyle media and arranged local business profiling.

Measurement & Evaluation

We measured the success of our activity, based not only on the number of cuttings achieved, but also product key message penetration in relevant media and social media ‘buzz’.

Results

Over 25 pieces of coverage across men’s lifestyle, food, trade and relevant blogs, equating to over 7.5million ‘opportunities to see’.

Consumer titles included Shortlist, Zoo and Men’s Fitness, which helped to increase brand awareness amongst the new target audience of men aged 18-30, whilst a six-page lead business story in the Manchester Evening News supplied a regional awareness boost for The Flava People.

On the day of our London tasting event, we created 155,000 social media impressions.

We also made use of our media contacts to identify and secure an opportunity for The Flava People to cater Yelp London’s exclusive ‘Endless Summer Party’ for some of London’s most influential bloggers.

Results

25 media hits during launch period
7.5 million opportunities to see created
144,800 social media impressions during the pop up sampling at Spitalfields

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