Love Beets - Case Study | Richmond & Towers

Love Beets

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

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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.