R&T BROUGHT BEETS BACK IN VOGUE & MADE LOVE BEETS A FIRM FAVOURITE FOR SHOPPERS NATIONWIDE
The Humble Brag
Reach
270m+ opportunities to see
NATIONAL MEDIA
Coverage in Daily Mail, The Sun, Daily Mirror & S Magazine
RATE OF SALE
Targets hit in Tesco (NPD snapped up shortly after!)
The Task
Love Beets – the UK’s first branded beetroot product – landed its first-ever UK listing (hello Tesco exclusive).
Our job was to share the news far & wide and help drive rate of sale.
Insight
Research told us that older shoppers love beetroot, and that they were up for eating even more. On the flipside, younger ‘health-oriented’ shoppers weren’t so keen. They thought beets were a bit passe to be honest.
So, we needed to find a way to drive relevancy & bring beets back in vogue.
THE IDEA & EXECUTION
We crafted a fun, fashion-inspired campaign platform – ‘Live Colourfully’ – positioning Love Beets as the must-have accessory of the summer, and perfect way to add a pop of purple to mealtimes.
We created a killer combo of Love Beets ‘Look Books’ and gift kits, and snapped a selection of high-end recipe shots to help us hit the headlines.
We made thumb-stopping social content & seeded this out via a paid social strategy targeting Tesco shoppers up & down the country – and we set-up a stand-out experiential activation in the heart of King’s Cross – serving stand-out beetroot-packed bowls to get people trying (and buying) beets.
