Flahavan's

The naturally good choice for cereal shoppers.

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R&T BOOSTED AWARENESS OF IRELAND’S FAVOURITE OATS…
IN BRITAIN

The Results

HEALTHY SALES BOOST

An uplift in sales of 8%+ (versus a -4% decline for the overall category)

MASS NATIONAL REACH

Exceeding 224M+ opportunities to see

MAKING AN IMPRESSION

Over 5M+ impressions generated across social media

The Task

Get Brits talking about one of Ireland’s best-loved oat brands with a PR and social campaign which shines the spotlight on its naturalness and authenticity.

The end goal? Build brand love and drive spontaneous brand awareness.

Insight

With shoppers spoilt for choice in the cereal aisles, you’ve got to stand out from the crowd. And, whilst lower prices can seem appealing, quality is top of the shopping list for two key groups of dev-OAT-ees.

To secure a spot for Flahavan’s in their trolleys – and justify the premium price tag – we knew we had to spread word of Flahavan’s USPs: top-tier taste, unrivalled quality and natural goodness.

THE IDEA & EXECUTION

To make Flahavan’s oats the go-to for breakfast, bakes and beyond, we showed Brits why they are the ‘Naturally Good’ choice by putting their no-added-nasties goodness front and centre of our campaign platform.

Combining earned PR with paid-for partnerships and HOT new content across social, we got Flahavan’s into the hearts, minds and brekkie bowls of the British public.

Kicking off with an awareness-boosting partnership with Instagram icon Alice Liveing, we also cooked up some drool-worthy recipes to create some serious #foodporn, generating hefty coverage across national and social media. And, to give consumers a literal taste of the action, we coordinated sampling at some of the nation’s finest boutique gyms and high-profile sampling events.

The Client Take

“R&T has been a vital part of the evolution of our brand in the UK. Becoming our eyes and ears on the ground and helping us tap into the latest local market trends, the team have helped us maximise our exposure via PR and social channels. We can rely on them to bring big, creative ideas to the table, alongside the strategic thinking which genuinely impacts our bottom line. Flahavan’s growth now outpaces the total porridge oats category, and the UK is our most important export market.”

Alice Quirke, Brand Manager Export Markets, Flahavan’s

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