Healthy eating is a subject on everybody’s lips, including our client Tefal. We needed some fresh thinking to bring their taste for the topic to life – and we had some fun with it
Following the success of Fresh Week 2013, Tefal challenged us to continue momentum and roll out a second phase for the new school term.
With the rise in childhood obesity in the news agenda and statistics revealing a third of British 10-11 year olds described as being overweight or obese perhaps the best place to start children off eating well is in the kitchen at home.
We worked with Tefal on A Little Fresh Fun, a campaign dedicated to making fruit and veg more fun for kids and encourage a hands-on familiarity when it comes to cooking, as well as eating, fresh ingredients.
The A Little Fresh Fun campaign centred on social media and its dedicated microsite, specifically video content with our celebrity ambassador, mum and cookery author Fay Ripley. Combining live action and stop-start animation, our Fresh Fun video saw characters created from fruit and veg come to life. The microsite included downloadable templates of these funny faces, which parents could print for their children to use at home, alongside tasty recipes and fresh eating ideas.
A Little Fresh Fun was rolled out with a digital advertising campaign with partner Immediate Media. Expandable banners ran on Junior.co.uk, BabyExpert and MadeForMums, driving our target audience to a dedicated competition app on Facebook, with the objective of building the Tefal community.
The digital ads generated over 97,200 unique views with a click-through rate of 0.46% compared to an industry average of 0.30%. The video secured over 10,000 views on YouTube, while promoted posts across Facebook meant the social media content reached more than 221,000 people and brought Tefal an additional 650 new fans… and hopefully A Little Fresh Fun was had by all!