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
Paid content from @dominthekitchen
Organic social media coverage from the mailer
