Pink Lady®: The Lunchtime Taboo
20+
pieces of coverage secured
1.6 million
online coverage views
6 videos
generated for cross-channel use by Pink Lady®
180,000+
views on the video content featuring Judi Love
Pink Lady®: The Lunchtime Taboo
Pink Lady®, the market-leading apple brand, briefed us to create an activation that helped Pink Lady® become synonymous with lunchtime, whilst bringing to life the brand’s new positioning, ‘Find Your Fizz’ – focused on celebrating vibrancy and what makes us unique.
THE SOLUTION
Recognising the cultural movement of many returning to the office, we developed the ‘Empower Your Lunch Hour’ campaign. Leveraging the topic of office etiquette and the do’s and don’ts of lunch breaks in the workplace to spark discussion – with an underlying call to action for the brand’s target audience to shake off fear of judgement and do lunch their way.
We commissioned consumer research to generate new insights about attitudes to the office lunchbreak – highlighting a fear of judgement when it comes to what we eat and how we eat it in the workplace.
We then enlisted comedian and presenter, Judi Love, to bring the creative campaign to life. We shot and produced engaging video content featuring Judi putting her spin on the topic of etiquette, whilst encouraging Brits to do their own thing and shake off judgement when it comes to their lunch choices.
To maximise campaign exposure for the collaboration with Judi, we secured exclusive media interviews with titles including The Express and OK! Magazine and seeded the video, alongside our research, to wider media to generate earned coverage and drive conversation. This was bolstered by a series of posts on Judi’s social platforms to her audience of over 600,000 people.