Celebrating mealtime messes
Enter the Tuna Trade-Up. With plant-based milk booming amongst young people, we rode this trend and called on all non-dairy coffee drinkers to think long and hard about how and where they were getting their calcium now that milk’s gotten the boot. During the campaign period, anyone ordering a non-dairy (read: low calcium) coffee was automatically hit with a calcium message, + a free can of John West to make sure their calcium levels stay high.
The campaign reached a hard-to-engage millennial audience in a way which uniquely resonated, riding off coffee culture and the non-dairy trend
9x social and digital media assets were created, 6x influencers were engaged across lifestyle, food, fitness and nutrition, a national media partnership was secured with Body+Soul on 2x weeks’ notice, and 19x cafes were engaged for sampling, with product available to those ordering a non-dairy coffee.
Reach across social and influencer activity
Reach via national media partnership
Product in hands via cafe sampling
Get in touch