Aim
- Generate awareness/excitement for the Nairn’s collaboration of the Marmite & Cheese Oatcake launch through media coverage, engaging influencer content, and shareable user-generated content on brand channels.
- Create buzz around the unique collaboration to captivate and intrigue audiences.
- Educate and attract new consumers to the brand by highlighting the benefits and versatility of oatcakes.
Approach
- The campaign included a bespoke, attention-grabbing branded mailer that was distributed to 250 recipients, alongside media sell-ins to consumer titles and a paid influencer campaign (10 live)
CCD Mailer for Marmite Collaboration
Nairn’s Collaboration Results
- Combined influencer follower count: 2,663,100
- Total influencer campaign reach: 1,310,678
- Total pieces of content from mailer: 107
- Combined followers of mailer recipients: 6,259,746
- Standout titles: Daily Express, Daily Mirror, Prima, Fabulous, Best, Take a Break, Delicious, Pick Me Up
“We have worked with CCD for 10 years with great success when it comes to both PR and digital work, resulting in sales growth for the Nairn’s brand throughout the duration of the partnership. The quality of the work has continued to improve year on year, with this financial year being no exception.
The 23/24 financial year has seen two of our most successful campaigns to date, with the exciting launch of the Marmite collaboration at the end of 2023, followed by the much-anticipated launch of our Mini Cheese Bakes.
In 2024, the PR team at CCD hugely increased the scale of the launch campaigns in comparison to previous launches, and simultaneously crafted strategic digital/influencer campaigns alongside the media outreach campaigns with great success.
The targeted and measurable influencer and digital campaigns have been instrumental in the success of the Marmite and Mini Cheese Bakes campaigns, allowing us to reach key demographics with well briefed, authentic and original content. This was also incorporated into effective media campaigns to further maximise overall reach, frequency and impact.
Coordinated influencer campaigns to support in store promotions over the last year have been a new but welcome innovation in our PR activity and provided further value from our influencer activity. The CCD PR & Digital campaign has been instrumental in the new mini cheese bakes officially being named as the UK’s No1 gluten-free snack.”
Euan Lutton, Brand Manager, Nairn’s Oatcakes
Paid content from @dominthekitchen
Organic social media coverage from the mailer
