Kazoo

London

Overview

Tasked with ‘owning’ Veganuary 2021 and promoting Higgidy’s new range of plant-based products, we set out to help Higgidy achieve huge cut-through throughout the duration of January.

Challenge

Every food brand in the UK was set to get involved in Veganuary this year so, with a limited budget, we had our work cut-out to compete against the big brands and gain a good share of voice against direct competitors.

Insight

Discovering the Higgidy’s vegan quiche launch would be the first of its kind was music to our ears.  We amplified this message by focusing on the fact that Higgidy had created the ‘World’s First Vegan Quiche’ and that vegans could finally try quiche for the first time.

Our Approach

Our campaign set out to showcase the delicious taste of Higgidy’s vegan quiche, which we did in three parts:

Part 1: we announced that Higgidy had created the ‘World’s First Vegan Quiche’ via a news press release, letting the product do the talking as a news-hook in itself

Part 2: we developed a film to showcase the public trying the quiche for the first time. This Morning’s Lisa Snowdon, who was transitioning to a plant-based diet, presented the film and supported across her social channels

Part 3: we engaged three key influencers to share the news of the launch, resulting in an average engagement rate of 5.6% and a total 44,000 reach

75%
Share of Voice
7%
Higgidy accounted for all of Veganuary sales
25%
Higgidy accounted for all adults reached
7.5%
increase in sales forecast

Share


Helping Higgidy take ownership of Veganuary

Tasked with ‘owning’ Veganuary 2021 and promoting Higgidy’s new range of plant-based products, we set out to help Higgidy achieve huge cut-through throughout the duration of January.

Feel free to get in touch

We'd love to chat

Kazoo

020 7479 4310 lydia@kazoo.co.uk