Spray oils can significantly reduce calorie intake. With obvious benefits for people who are trying to lose weight, we were challenged – with a modest budget – to develop a campaign that would drive home the message that it only takes a small change to make a big difference to your calorie consumption, and overall health.
With insight to demonstrate that most of our Frylight shoppers and considerers were gleaning their food inspiration from social, we recruited no nonsense foodie influencer Graeme Tomlinson to lead our campaign. Graeme’s anti-diet/sensible eating philosophy rang true with our own brand messaging.
We worked with him to create a bank of recipes that took the nation’s favourites dishes including curry, fish and chips and roasts and making small changes to the ingredients to significantly reduce calories. In his own imitable style Graeme devised and photographed the recipes, before sharing on his social channels. We used the recipes on Frylight social and recipes web hub, plus used them for a consumer sell in, landing a New Year’s Day exclusive in the MailOnline.
To drive our reach further and ensure we covered all audience basis, we worked with a small group of influencers from across different sectors, asking them to create and share their favourite calorie-reduced dish.
Impact was immediate. Within one day of Graeme’s first Instagram story, nearly 6,000 new visitors headed to the Frylight website. Overall his post wracked up 45,000 views – meaning a conversion rate of nearly 25 per cent. Our additional influencers generated over 4,000 engagements on their channels.
The media sell in generated an uplift in KPIs of 40 per cent, with more than 100 campaign mentions across a range of key media.