The ‘Spread the Energy’ campaign was launched in November 2015 to encourage kids across the UK to keep active throughout the winter through nutritious snacking.
Hain Daniels partnered with Olympic long-jump champion Greg Rutherford as an advocate for Sun-Pat, showing that it is not only a great tasting snack, but also perfect for maintaining energy levels.
The campaign reached more than 263 million people
As part of the campaign, KISS executed a series of PR tactics to drive brand awareness. These included:
- A national competition
- Radio day
- BritMums twitter party
- Advertorials and interview placement in target titles
The campaign was a phenomenal success and reached more than 263 million people. The Twitter party achieved 11.9 million impressions and trended tenth in the UK. The radio day reached more than 4.7 million listeners.
Hartley’s Jelly back-to-school campaign
Hain Daniels wanted to generate awareness of its Hartley’s Jelly convenient lunchbox-sized pots during the back-to-school period.
The campaign, ‘Hartley’s Your Lunchbox’ was launched with the Lunchbox Collector scheme, where parents could collect jelly pot lids and submit them in return for a Hartley’s lunchbox. We were tasked with creating awareness of the Collector Scheme among its key audience – parents. This was a tricky task given that the campaign was competing with other back-to-school stories released at the same time.
Our first job was to ensure we had an influencer to advocate the brand and hammer home our key messages. After a lot of research, we found Honest Mum – an extremely influential parenting blogger.
Next step was to deliver content so we looked into lunchbox trends – and found that 78 per cent of parents don’t enjoy making lunchboxes. So how could we inspire them? After numerous brainstorms with Honest Mum, we decided on materials that could inspire her followers, through blog posts and videos – including lunchbox meal plans and top lunchbox swaps, alongside advice from renowned nutritionist Claire Baseley.
The PR campaign reached 287 million people
Once we had a theme, we decided to take it to a larger online community: BritMums – the largest mummy blogger community in the UK. Engaging with our target audience was key to the campaign, so we tasked 100 bloggers with creating their perfect lunchboxes to give other parents inspiration ahead of the new term.
Not satisfied with just targeting online influencers, we took our materials to the media. The results included coverage in the Daily Mail, Pick Me Up and UKMums.tv among many others. And then we shouted it from the airwaves by holding a radio day led by Honest Mum. This resulted in interviews with 11 radio stations, including Sky News radio and Talk Radio, and a total PR campaign reach of 287 million.
Our work with Hain Daniels involved fully integrated campaigns across a number of its brands, with our creatives developing ideas in close partnership with our content and PR team. We were able to demonstrate a breadth of expertise across all content channels and help re-establish the credentials of some firm household favourites.