Consumer Food PR Brand Campaign Case Study | Flahavan’s

Flahavan’s

Achieve high profile brand exposure for Flahavan’s during its key sales period, positioning the brand as healthy and convenient, while launching a new multi-seed variant.
Campaign grew sales by almost 10%

The Story

More and more consumers realise that getting a good start to the day with a wholesome breakfast will make you feel better and keep you going for longer. Sounds simple in principal, but we all know it’s just not that easy!

It was this insight that led us to develop the creative platform ‘Better Your Breakfast’.
#BetterYourBreakfast is all about offering people easy, quick and delicious solutions to makeover their breakfast in minutes – using Flahavan’s porridge oats!

The activity was delivered through integrated PR and social tactics, ensuring a high level of engaging content was generated on and off line throughout the campaign.

We encouraged bloggers to get on board with a mill visit and blogger challenge, which generated 17 blog posts with a total social reach of 500,000.

We delivered a guaranteed message via a series of media competitions, generating over 200,000 entries.

A #BetterYourBreakfast kit was presented to key journalists, securing 32 pieces of coverage, including BBC Good Food, The Mail on Sunday and Notebook (Saturday Mirror).

Development of a national news story around the breakfast moment generated a further 15 pieces of national coverage, notably the Daily Mail, Mail Online, The Sun and Waitrose Weekend.

For the new product launch, beautiful, aspirational recipe development and photography delivered engaging social media content and branded recipe coverage in on and off line media – including The Daily Record, YourHome and Top Sante.

The campaign was underpinned with trade press outreach to ensure buyers were kept informed of the investment and results.

The Results

Sales Growth

Almost 10%, solely down to PR and social media


Reach

Quarter of a billion opportunities to see (OTS)


Return On Investment

Winner of The Grocer’s ‘Top Camaign Awards – Cereals’