Pre-families discover the benefits of veg

Despite calls to increase the number of portions of fruit and veg a day, and the growth of plant-based diets, many UK consumers are still not eating the recommended five a day. Campaign activity needs to not only encourage them to eat more veg, but to give them reasons to choose kale, cavolo nero and spinach specifically.

A new campaign theme ‘Go Green’ was introduced that could accommodate versatility, health and sustainability messaging relevant to the pre-family audience, with a clear call-to-action to eat more of these green leafy veg.

This 360º campaign was predominantly digital-led, in line with the media consumption habits of our audience, with activity focused on targeted content marketing via Facebook and Instagram, supported by ambassador partnerships and media outreach.

Social media posts targeted at our audience, generated 3.4 million impressions – with more than 690 million people seeing a promoted post or advert.
Strong engagement levels generated more than 63k reactions and nearly 300k video views.
The activity also delivered 45K visits to the campaign website – 20% via social media.
Partnerships with 7 leading bloggers relevant to our audience, as well as an ongoing partnership with nutritionist Pixie Turner generated more than 200k opportunities to see Go Green Content.
Targeted media campaign to demonstrate the versatility, value, convenience and nutritional content of the veg generated 116 pieces of on-message media coverage – 41% featured a versatility message; 34% include a taste message and 28% included a health message.