SAVING THE NATION FROM ‘DIET WOBBLES’ WITH HARTLEYS 10 CAL JELLY POTS
CHALLENGED TO DRIVE SALES AT THE KEY JANUARY SALES PERIOD, WE INSPIRED NEW YEAR DIETERS WITH A STRATEGIC INFLUENCER CAMPAIGN
Consumer research shows that 28m Brits of us will attempt a diet each January, and that 14th Jan is the day most of us will ‘wobble’ and fall off the wagon. Tasked with making Hartley’s 10 Cal jelly pots synonymous with dieting, we positioned the low calorie snack as a ‘secret weapon’ for new year dieters.
We reached our target audience through a range of influencers, from Geordie Shore’s Charlotte Crosby, responsible for two of the world's biggest-selling fitness DVDs, to slimming Instagrammers - successful slimmers that share their journey, tips and daily menu of food, online via Instagram, inspiring their targetted audience of dieters. Our Influencers shared their secret weight loss tips with consumers when they needed them most.
With a burst of press coverage and social media posts appearing from the 1st Jan – the day the country was making news year’s resolutions – through to the 14th Jan, our ‘diet wobble day’, consumers were reached via multiple touchpoints while their diets were top of mind.
“I have rarely seen such clean evidence of a media campaign affecting sales”David Atkinson, Hain Daniels Managing Director, Grocery
- Hartley’s 10 Cal January sales increased 46% YOY - far exceeding sales of previous years which had higher levels of in-store support
- 65 media features – including coverage in every single celebrity weekly in the first two weeks of January
- 1,446m total media reach
- 26.6m reach from social media posts