BRIEF AND APPROACH
THE CHALLENGE
Reignite national affection for Fray Bentos while driving trial of a new seasonal, limited‑edition pie. Strengthen brand sentiment among core audiences and spark fresh digital conversation.
OUR SUPER-CHARGED RESPONSE
Our integrated project kicked off with this curation of the year’s must-have Christmas jumper, which then sold out to consumers within a fortnight.
A nationwide survey uncovered attitudes toward pies and seasonal traditions, shaping trend-led press materials that created talkability for the NPD and drove curiosity to try. This was supported by journalist and influencer gifting of both the Festive Turkey pie and the limited-edition Sleigh Bentos Christmas jumper.
We also identified Christmas Jumper Day (11th December) as the ideal festive hook to generate timely influencer content collaborations to spark social chatter.
30
pieces of online/print news coverage
in tier A media titles
111
pieces of influencer coverage
with an OTS of 24m
SUPER-CHARGE MOMENT
Social listening showed that our coverage increased positive brand sentiment by +12% across the campaign.
“The Sleigh Bentos campaign smashed it. Incredible radio reach, brilliant influencer engagement and exactly the kind of festive impact we were hoping for. I’m delighted with the coverage delivered.”
Jude Smart, Brand Manager, Fray Bentos