"Say Yes to Baking"

Campaign Overview

Campaign name: “Say Yes to Baking”
Client/PR Team: Lactofree/ Havas PR UK
Timing:  November 2011 – April 2012
Budget: 15k  

Campaign Details

1.    Objectives

►    To launch new Lactofree spreadable, leveraging its USP for consumers, real dairy without the lactose
►    To put baking back on the menu for lactose intolerant consumers allowing them to “Say Yes”
►    To normalise the condition and encourage trial of the Lactofree portfolio

2.    Strategy and Implementation

To mark the launch of new Lactofree Spreadable and support the brand’s new “Say Yes” campaign, Havas PR UK secured an exclusive brand partnership with Lola’s cupcakes to develop and launch the first lactose-free cupcake, encouraging more people to “Say Yes to Baking”.

Together with Lola’s we created the Lactofree Strawberry Delight - using Lactofree spreadable, yogurt and milk - keeping all the taste of Lola’s delicious cupcakes, just without the lactose. The cupcake was the highly anticipated flavour on offer throughout March 2012 and was on sale in Lola’s flagship store in Mayfair as well as its Topshop and Selfridges concessions.

To support the cupcake in-store we created bespoke POS, which included a branded flavour label, placed next to the cupcakes, and an A4 strut card flyer placed on each Lola’s counter.  

Various competitions also helped support the cupcake listing as well as drive traffic to Lactofree’s social media channels. These included:  
    
►    A Twitter-based flyer competition distributed across Lola’s stores offering  people the chance to win Selfridges vouchers
►    A partnership with Emerald Street which included a competition in its newsletter for the chance to win Selfridges vouchers
►    Competitions with OK! online and Handbag.com offering baking goodies taking the partnership to the wider regions

We also ran a reciprocal content calendar throughout March, to continually highlight the partnership to both Lactofree and Lola’s social channels – Facebook and Twitter.

One-to-one press appointments took place, allowing targeted media the opportunity to sample the delicious cupcakes.  A “Make at home” Lola’s and Lactofree cupcake recipe was also made available to press and seeded to Lactofree’s online community which is still proving popular to this day.

Results

►    The campaign generated strong social momentum - increasing its Twitter followers by 30% in one month, generating 7,823 click throughs to the Lactofree website, 4,459 click throughs to the brand’s Discovery Tool and 604 additional newsletter sign-ups
►    The campaign generated press coverage across key publications including Daily Mail, OK!, Handbag.com, Glamour, Cosmopolitan, Marie Claire, Look, Stylist, Goodtoknow.co.uk, City Life, Canary Wharf and The Mayfair Magazine
►    25 articles have been generated (to date), achieving a total circulation of 108,383, 143 and an AVE of £87,695 with a PR value of £263,085 - giving a x17 ROI
►    The cupcake proved a best seller, with stores having to increase daily stock from 6 to over 50 cupcakes!

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