Mission Foods XL Wrap Size Launch

Two filled wraps on a plate with a Misson Foods sheet

Launching a first to market 30cm Wrap! In response to more consumers eating in home and trying to recreate their out of home experiences, Mission Foods, the world’s leading manufacturer and brand for tortilla wraps, aimed to disrupt the wrap market with a BIG new launch. With nearly a quarter of consumers enjoying burritos as a treat, but unable to make them at home due to them not being big enough to satisfy their bigger appetites, Mission required support to launch it’s first to UK retail market branded ‘XL’ tortilla wrap, offering 30cm of deliciously soft and tasty wheat tortilla, compared to standard 25cm branded wraps and 20cm own label wraps.

A supersized 360º campaign. Size matters when choosing a wrap to match your appetite. As part of the 360º launch campaign, we communicated the launch of Mission’s new XL Wrap via a number touchpoints and platforms, including news outreach to trade and consumer media titles (including new XL recipes), influencer outreach (unpaid and paid) – with news and product samples guaranteed to satisfy even the biggest appetites! Plus, teaser and launch posts to the Mission Foods UK LinkedIn page.

38 pieces of coverage with more than 3.8m OTSH including media titles i news, Closer, Pick Me Up, My Weekly and The Grocer
23 gifts sent to unpaid influencers
2 managed paid for influencer partnerships across Facebook, Instagram and TikTok
31 influencer posts across stories, Reels, and grids.