Another Word approached markettiers to promote Kingsmill whilst creating editorial broadcast discussion around the issues parents face when making kids’ packed lunches, and the best tips on how to avoid these problems
Challenge:
markettiers were briefed by Another Word to provide broadcast support around Kingsmill’s latest partnership with Mumsnet – encouraging parents to share their lunchbox hacks. Kingsmill had already commissioned research on what issues parents face when preparing lunchboxes, such as not having the time, the lunches being too repetitive and not being nutritious enough. Our aim was to craft a campaign that would resonate with broadcast media.
Solution:
markettiers suggested commissioning additional research questions on the nation’s favourite and most disliked sandwich fillers to create the debate and talkability for radio and ultimately provide a conversation that would resonate with all listeners.
Ciara Attwell, a mummy blogger who writes about creating healthy and interesting meals for her fussy children was recruited to act as an independent voice to comment on the research and share her own lunchbox hacks.
Results:
The combination of the new research and the relevant spokesperson created strong media interest, with 20 stations broadcasting the interviews. Coverage included BBC Cornwall, BBC Oxford, BBC Tees, Metro Radio and a number of regional Heart stations in the South of the UK.