Background

Kirsty’s is one of the largest naturally ‘free from’ range of branded ready meals in the UK, being sold in over 1400 supermarkets nationwide. The Source was briefed to push the healthy eating range for the new year, when health and fitness is at its peak.

Objectives

  • Highlight the range for a healthy start to the year
  • Engage with new audiences that hadn’t been reached before
  • Investigate new ways of advertising for the brand
  • Raise the profile of Kirsty Henshaw and her products

Key Activity

  • Targeted advertising campaign to run in high profile print, backed up by online campaigns and additional editorial
  • Poster campaigns throughout targeted train and tube stations
  • Through amazing video and image content – the creation of an online digital marketing campaign
  • Competitions and giveaways
  • Extensive social media campaign
  • A #randomactofkindness lunchtime giveaway in central London

The Results

  • Targeted advertising reach of over 3 million
  • Social media reach of over 500,000 in January 2018
  • Significant increase in supermarket sales of Kirsty’s products.

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