R&T DROVE TRAFFIC TO ESTRELLA DAMM’S YOUTUBE CHANNEL & UPPED AWARENESS OF ITS SUSTAINABILITY OBJECTIVES
The Results
FILM VIEW COUNT
7 million YouTube views in 2 months
EARNED MEDIA
Sky news, Sunday Brunch & The Independent - 44m people
EARNED SOCIAL
90+ influencer posts
OVERALL AWARENESS
Uplift of +8%
The Task
Drive views of the new brand film, ‘Lovers’, raising awareness of Estrella Damm, its eco-credentials, and the work its doing to protect the Mediterranean Sea.
INSIGHT
People care more, and change their behaviour when it’s personal, so we needed to demonstrate how vital protecting our seas was to them, and how not doing so would impact their lives.
THE IDEA & EXECUTION
Honing in on the issue that the film tackles – making sustainable choices – we collaborated with celebrity chef & sustainable seafood champion, Nathan Outlaw, to create a futuristic take on what fish & chips may look like if we don’t look after our environment.
Showcasing that fish of the future may be less nutritious, the dish was bulked up with farmed oysters, nutrient-rich cabbage & seaweed, with a contemporary curry mayo to mask the taste of the non-traditional elements.
An integrated campaign saw outreach to national print & broadcast media, UK-wide interviews with Nathan, and futuristic fish & chip meal kits, along with Estrella Damm’s new plastic-free packaging served up to media & influencers.
