Over the past 10 years, margarine has gone from saviour of the nation to unloved by consumers and nutritionists. So to re-launch Flora and halt this decline in sales, we had to appeal to the hearts and minds of our shoppers.
Our campaign took a bold approach and tackled an issue that was omitted from the government’s Obesity Strategy – the nutritional value of school lunchboxes – and to help mums make healthier choices. Working with the University of Leeds, Flora discovered a shocking 98% of children’s packed lunches were unhealthy and drove conversation around the issue with Sharon Hodgson MP, chair of the All Party Parliamentary Group for School Food. We distributed over 630,000 Flora lunchboxes with healthy lunchbox meal planners in UK retailers, and empowered mums with an online portal of healthy lunchbox recipes. To reach our target audience of mums, the message was delivered during back to school week and we engaged parent bloggers and influencers in a #FloraLunchbox challenge.
- Flora saw a 2.4% year on year increase in penetration, a 4.8% increase in volume share and a positive increase in key brand attributes
- Delivered over 225 pieces of branded coverage across national, regional and broadcast. KPIs were exceeded by 340%, with 100% positive sentiment
- #FloraLunchbox generated 4.1 million impressions and 75 parenting influencers participated in the #FloraLunchbox challenge
- Winner of two The Drum Network Awards 2017– best food & drink campaign AND best consumer insight