Media relations
Discover Great Veg

Pre-families discover the benefits of veg

A pilaf with cavolo nero

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.
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