Challenge
Encourage people to eat more kale, cavolo nero and spinach by focusing on the veg’s existing health properties - with a very limited budget.
Media relations Brand strategy
Discover Great Veg
Capitalising on the Fibre Trend to Generate Coverage
Solution
We identified that fibre was due to be a top trend for 2025, so aimed to capitalise on this given the veg’s high fibre content. We used existing data from the NDNS report revealing just how little fibre consumers were eating, shared tips from our campaign nutritionist on adding more fibre to your diet and shared five high fibre recipes from our existing recipe collection.
Impact
- 14 pieces of coverage across a 2-month period
- 64,789,865 OTSH
- Coverage in titles including Daily Mirror, Independent, the i, Yahoo, MSN, Top Santé, Psychologies and more.
