Challenge

Since 1962, Bacofoil® products have been trusted by millions of households to help prepare, cook and store food quickly, easily and safely.

The Bacofoil® product range is the perfect kitchen companion to help minimise fuss and save time when preparing, cooking and storing food. But they were known mainly as the more expensive foil you might treat yourself to at Christmas time.

This meant sales were mostly bunched around the festive period. many of our innovations, baking products, and storage solutions remained ‘best kept secrets’. And in a category where all the other products are own-label, ours carry a price premium. This premium is reflected in the quality of the products, but we needed some distruptive campaign content that would grab attention and convince more consumers to try more Bacofoil products more frequently.

The Solution

Bacofoil’s previous campaigns had focused on the features of their category-leading, innovative product range. We wanted to shift the focus to the benefits, and put our consumers’ lives at the heart of the creative. We identified the key moments in the year, which would be made better by having Bacofoil products to hand, giving us more ways to raise awareness and engage our grocery shoppers, communicating more reasons to buy more of the products more often.

Moment: Mother's Day

Bacofoil Non-Stick Baking Paper is a kitchen must-have for getting perfect baking results – even if you’re a first time baker! We worked with the Bacofoil team to create Bake It Special, an influencer-led campaign. We sent special baking packs to Dad influencers, challenging them to bake a cake as a special, personalised Mothers Day surprise for mum.

Moment: Back to School

With lockdown, class groups isolating, and online learning, school was a very different experience for many children in 2020. For the return to school in the autumn term we wanted to support parents to make packed lunches fun, healthy and great value.

We started with a film starring our very discerning audience (the kids!), telling us what they think of their packed lunches.

We shared handy tips for making the shopping budget go further with healthy ingredients and Bacofoil Zipper Bags to store pre-prepared ingredients for the week.

A new suite of content for a ‘Back to School’ area on the Bacofoil website was developed, some of which was also rolled out as paid social media ads – including some crafty ideas for making lunches fun!

Moment: New Year

New Year is a time for resolutions, healthy eating and sensible spending. So we developed a social media campaign that showed how Bacofoil’s brilliant Zipper bags can help with some super simple batch cooking and meal prepping ‘how-to’s. 

Boss it with Bacofoil!

Bacofoil developed an all-new PVC-free cling film that takes away the frustration with its easy-cut curved cutting edge, strong roll holder and easy start finder system. We just had to show that moment - less swearing, more tearing!

We found that our audience shared a love-hate relationship with the kitchen drawer staple, with one Mumsnet user putting it perfectly: “It's not a cringy ‘don't like the feel of it /makes me feel funny’ thing. It's more how effing irritating it is to use”.

We set out to position the new Bacofoil Cling Film as the solution to all the usual frustrations with our idea: “Less Swearing. More tearing”. Our concept culminated in a film that perfectly captured our audiences’ experiences with a comedic performance from our Bacofoil Mum. It ultimately showed how the new Cling Film is f*****g amazing at making wrapping your food a doddle.