The Brief

DRIVING SALES FOR HARTLEY’S 10 CAL

January makes you think of winter, new resolutions, and now Hartley’s 10 Cal range. Aiming to make Hartley’s 10 Cal synonymous with dieting in January, we recruited eight diet influencers to be part of #Team10Cal. Led by celebrity ambassador Vicky Pattison, the campaign inspired and motivated dieters as they set their January diet goals.

Recreating the iconic ‘We Can Do It’ image to inspire our target audience to stick with their diet plan, Vicky and the influencers shared their diet inspiration in a video that they also shared with their followers across social media. 

We secured interview time for Vicky to champion the brand across key media titles that resonate with our target audience and extended our campaign’s reach by gifting 100 more influencers the kinds of products that they wanted to post on Instagram.