markettiers was briefed by Aduro Communications to the launch Sun-Pat Peanut Butter’s Fuelling Families Guide – providing parents with 42 different ways they can keep their children active this summer. In addition, Sun-Pat are also giving away 10 sports kits every day of the summer holidays, each one containing a football, cricket set and skipping rope to help fuel fun and games for families across the UK. To drive awareness ahead of the summer holidays, and to maximise access to key spokespeople’s, markettiers suggested a two-pronged approach featuring Adam Peaty and Kirsty Gallacher.
Competitive swimmer Adam Peaty kicked off the campaign in our Farringdon studios with back to back interviews across the airwaves. markettiers positioned Adam as a brand ambassador and advocate for young people, encouraging children to get out and active over the summer. Underpinned by consumer research, the campaign revealed that 85% of kids wished they spent more time outside over summer however, it might not always be financially feasible – how better to help out eager families this summer than to be launching a free activities guide.
For Phase 2, television presenter and mum, Kirsty Gallacher was our lead spokesperson and part of the creative operation. In between filming with Kirsty within our in-house TV studio to mock up a news report with kids across the country, Kirsty was talking to the nation from our radio studios. The video was created to replicate a hilarious, yet adorable spoof broadcast of sports days’ across the nation with children on location as our presenters and journalists. The video was filmed, cut and edited within an exceptionally tight turnaround to ensure it can be released to media prior to the summer holidays starting – all in a days’ work!
So far, the team have secured a total of 26 opportunities which included national station talkRADIO, BBC regionals like Oxford, Devon, West Midlands, Norfolk and Berkshire and numerous commercial stations. The video will feature across news, lifestyle and parenting sites across the 6 weeks of summer holidays.