Linda McCartney Foods

Strategy

Promote a new range of vegetarian frozen ready meals to extend the brand beyond just sausages. Insight research revealed a common myth that meat-free = taste-free. It was our mission to dispel this.

Activation

Search for the UK’s tastiest meat free dish’ competition – a totally participatory campaign and competition to create a new ‘peoples’ dish in the range. Designed to appeal to the brand’s highly active core consumers and to bring in a new prospect audience of meat reducers.

Results

Overall reach of 52 million consumers through PR, Digital and a specially-negotiated solus TV campaign with ITV and itv.com. Brand’s market share increased from 10.9%* to 12.4%, their sales increased by over 21% YOY in a category in overall decline of 6.6%. Facebook fans of the brand increased 101% with site visits up 238%. The campaign was a finalist in The Grocer’s Best Integrated Campaign and Campaign Magazine’s Media Awards.