Doves Farm wanted to use Organic September as a platform to raise awareness of its organic flour range in a crowded baking ingredients market. All while educating consumers on the benefits of organic farming, including sustainability, environmental protection, and biodiversity. The overall campaign objective was to inspire trial and engagement showcasing brilliant bakes!
We delivered a campaign themed “Bake it better. Make it organic.”, centred around strong visual storytelling and influencer gifting. The campaign targeted both macro and micro influencers, including GBBO contestants, encouraging them to “bake it better” with Doves Farm and showcase the product’s USPs to their audiences. Each influencer was approached with a curated selection of products, allowing them to choose those best suited to their style and content. Bespoke gifting boxes, designed to maintain an organic look and feel, and made from recycled, fully recyclable materials were then packed and sent by Ceres. We carried out ongoing monitoring of influencer channels to track coverage and engagement throughout the campaign.
A calendar of proactive trade and consumer PR, plus influencer activity for Doves Farm in 2021 generated:
