Love Beets landed its first-ever listing in the UK (hello Tesco exclusive) and our job was to share the news far & wide and drive rate of sale.
We needed to get a feel for who was already buying beets and why – and what might make them buy even more. So, we polled the nation. and guess what?
Research told us that older shoppers just love a bit of beetroot. Mainly in a salad. Probs about once a week. But, excitingly, they were up for more. They just needed a little nudge. And a little bit of inspo.
We mapped our research with the Tesco shopper profile and spotted ‘Dawn’ – our 45+ Tesco lovin’ beetroot buyer who’s big on quality food, cooking and #health. aka. our quick win.
We knew if we could get Dawn on side early, we could get sales soaring… But we didn’t want to be short-sighted either. There was a long game to play to get young families & the ‘well-thy’ buying Love Beets (because beets are right up their street too).
With our audience clear, we had to find a way to get them to bin basic beets and make Love Beets their brand of choice.
Scanning the fresh produce aisle, beets just looked a bit bore tbh. A bit passe. Even with their show-stopping purple hues…
So, we decided to bring beets back in vogue. And crafted a fun, fashion-inspired campaign platform, ‘Live Colourfully’ – positioning Love Beets as the must-have accessory for a life lived in colour and perfect way to add a pop of purple to your plate.
The Tactics
‘Live Colourfully’ came to life using a killer combo of Love Beets ‘look books’ & gift kits, and high-end recipe shots to help us hit the headlines.
We made thumb-stopping social content & seeded this out via a paid social strategy to ensure we caught the eye of Dawns, young families and the ‘well-thy’ up & down the country.
And we set up a not exactly subtle big purple pop-up shop in the heart of King’s Cross to get people trying (and buying) beets.
