When PEPPADEW® launched its Yellow Piquanté Peppers into Waitrose for summertime, it wanted to boost awareness with a campaign that showcased the peppers’ flavour, flair, and versatility. Inspiring both creative foodies and novice cooks to play. Turning browsers into buyers!
Why not ‘Play with Sunshine’?
We drew people into the PEPPADEW® world of Yellow Piquanté Peppers with an enticing ‘Play with Sunshine’ proposition
We spiced up social media platforms with eye-catching static, animated, and moving visuals complete with captions. Inspired by a fun photoshoot and Cracked-curated recipes. The extra ingredient? Influencer marketing! We sourced, negotiated, and guided them to whip up their own mouthwatering recipes, infusing the campaign with an extra helping of peppery playfulness that could be shared across socials and entice our target audience. Together, they lit up feeds with pops of piquanté colour.
A sweet success story
The campaign made for some sweet reading. The Google Display Network and META numbers outshined ‘reach’ and ‘impression’ predictions by 136% and 150%, respectively, and 77% of landing page users came through paid media. The ‘Play with Sunshine’ page became PEPPADEW®‘s second most visited, with our ‘display’ activity the largest source of website traffic.
Following the campaign’s success, we took the reins on another campaign featuring the full range of PEPPADEW® products, continuing our journey and setting us up for more success in the future!