Linda McCartney: Kindness Forever

In January 2019, we launched Linda McCartney’s ‘Kindness Forever’ campaign to promote being kinder to ourselves, each other and the planet.

Directed by Mary McCartney, who continues to embrace her mother's activist legacy, the brand film ‘Kindness Forever’ for Linda McCartney Foods underlines a simple message:

"It's always been cool to be kind."

Our objectives?

Increase awareness amongst a younger, environmentally conscious, meat-reducing audience, increase repeat purchase amongst existing customers, driving market penetration and sales.

Solution

Starting with audience research on media consumption and brand discovery, we took a two-pronged approach, using the most relevant media channels and platforms to target our existing audience and our target younger.

With the emphasis on amplifying the brand video, and with a modest budget we had to look beyond linear TV across the wider video delivery landscape, to plan the most effective and efficient ways of getting our message in front of our target audience.

We built a plan around our audiences day, connecting in multiple environments with messages and formats that layer and build engagement.

Being present when our audience was actively looking, we built search, YouTube and Amazon campaigns around relevant topics, interests and demographics, upweighted to mobile delivery.

Capturing the attention of our audience during their leisure time at home, we ran our video on Facebook & Instagram and Channel 4 on-demand, upweighting delivery to big screen, targeting ABC1 adults in London and the South East.

Results

The campaign was a huge success and we exceeded all targets of our plan - here are some highlights:

- £2.8m increase in year-on-year sales for the January period (Kantar).

- 51:1 return on investment.

- 92% increase in Linda McCartney brand awareness year-on-year (Google Trends).

- Kindness Forever video viewed 2m times across all platforms.

- Increased new visitors to the Linda McCartney Foods website by 72%.

- 50% of these visitors aged 18-34, supporting our objective of bringing a younger audience into the brand.

- £5,000 donated to Linda McCartney’s charity, the Trussell Trust, through our activation with Good Loop, creating ads for good.


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Linda McCartney: Kindness Forever

In January 2019, we launched Linda McCartney’s ‘Kindness Forever’ campaign to promote being kinder to ourselves, each other and the planet.

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