We made Love Beets the nation's must-have accessory

R&T helped stick Love Beets firmly on the shopping list for many older shoppers

More to see - keep scrolling!
More to see - keep scrolling!

The Task

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.

The Start Point

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.

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The Strategic Thinking

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).

The Creative Moment

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.

The Humble Brag

+296m

people reached via PR coverage alone

National exposure

in the Daily Mail, The Sun, Daily Mirror ( S Magazine

"fashion moment of the season"

leading to one very happy client (and one very happy customer)