CREATING A MOMENT IN TIME WITH HIGGIDY
Based on insight that 75% of consumers haven’t decided what they’re making for dinner at 4pm on a Friday night, we identified the ‘Friday Night In’ as the ideal eating occasion for Higgidy. The time when the nation opts for a comfy night in on the sofa over a night out.
We created the “Sofa Suppers” a unique series of events celebrating the season of warm fires, cosy suppers and soft sofas. The events took place in London and Brighton where the public could come and enjoy a hot pie and the sofa. Pre-event coverage such as listings and food trend pieces drove people to the website to book their sofa.
We worked with Chris & Stephen, stars of Channel 4’s most popular Friday-night TV show, Gogglebox as faces for our campaign. Known for spending a lot of time on their sofa on a Friday night, the boys added fun to the tone of the campaign with their own brand of humour, and are based in Brighton, just like the Higgidy kitchen, giving them several angles for media interviews.
To create a news story we supported our campaign with research that found that Friday 30th , the first Friday after the clocks went back, was the night of the year that Brits are most likely to be staying in and enjoy sofa on the supper rather than going out.
- 42 pieces of coverage achieved in key target media such as Metro.co.uk, The Notebook, Bella, City AM, Mail Online, The Sun and Waitrose Kitchen in one month
- Coverage created 450m opportunities to see and generated an ROI for 9:1. Coverage reached 37% of the new ‘Commuter’ audience 1.6 times each, and 31% of the ‘Core’ Higgidy audience 1.5 times each
- Monthly increase of 16,000 site visits and contributed to a social reach of 2m
- Increased brand engagement of 1.02% over a period of one month