Flahavan’s is one of the best-known oat brands in Ireland. Our job? Spreading the word in Britain. Because these aren’t just any old oats. And, with a natural creaminess and authentic oaty bite, when people think of the finest oats, we want them to think Flahavan’s.
With so many breakfast options on the market, the cereal aisle is notoriously competitive. So, to get more shoppers adding Flahavan’s to their trolleys, we knew we needed to help the brand stand out. And this wasn’t just about encouraging existing oat devotees to make Flahavan’s their oats of choice; we knew we also needed to communicate the brand’s clear point of different (aka unrivalled quality) to warrant its premium price tag.
Turns out, there are two v. important groups of oat-lovers who put quality right at the top of their shopping list… 1) Scratch cooking, self-confessed ‘foodies’ keeping their hungry families full and happy with the very best, natural ingredients, and 2) affluent urbanites on the hunt for delicious, healthy options post-HIIT sesh. So, our mission became clear. We’d make Flahavan’s the go-to oats for these shoppers.
For our target oat-lovers, premium quality goes hand in hand with authenticity, provenance, and naturalness. The good news is, if you put as much love into producing oats as Flahavan’s, they don’t need much help on the flavour front. That meant we could put the natural, no added nasties, goodness of Flahavan’s at the centre of our campaign with a campaign platform called ‘Naturally Good’.
The Tactics
We showed Brits why Flahavan’s were the ‘Naturally Good’ choice through awareness-boosting partnerships with Instagram icons like Alice Liveing. We whipped up drool-worthy recipes for a bit of #foodporn on social and in mags (Huevos Rancheros porridge, anyone?) We got Flahavan’s into the hands – and breakfast bowls – of media and influencers across the UK and we made sure Brits could taste the difference for themselves with sampling at boutique gyms and high-profile events.
