Greenvale: Supporting Cypriot Potatoes

The Challenge

To support listings of own-brand Cypriot new potatoes in a major UK multiple. Appointed by the supplier, we had to land coverage between January and March, target from-scratch cooks and focus on the benefits of the product – namely texture, versatility and ease.

 

The Idea

Conscious of the need to convey some highly commercial messaging, and aware of the limited product-placement opportunities for a lowly potato in mainstream media, we devised a macro and micro-influencer engagement campaign which combined mass reach with real authenticity.

 

The Results

  • We secured 10 top-10 Foodies100 bloggers to create recipe vlogs – giving us a reach of 1,021,087 and 87 social shares
  • 41 food bloggers also entered a competition, creating and publishing recipes for the chance to win SuperBreak vouchers – giving us a reach of 1,202,121 and 172 social shares
  • 20 micro-influencers shared aspirational, fully branded posts on their Instagram feeds, with a 3.51% engagement rate
  • Foodies100, Taming Twins and Eats Amazing were just some of the 151 influencers that took part in a Twitter party, which trended on the platform and resulted in 410 @mentions of the retailer in question