General Mills has appointed Haygarth to manage the UK launch of its gluten-free crisp range, Food Should Taste Good. The integrated campaign will incorporate the brand’s consumer PR and social media in addition to shopper and influencer marketing.
The work by Haygarth kick starts next month with the unveiling of a new Instagram platform and Facebook page, amplified by an influencer campaign crafted to drive brand awareness and encourage trial of the new range amongst gluten free ‘lifestylers’.
Shoppers will be directed to the Free From aisle through a retailer partnership with Tesco, which will see content available online at Tesco.com, through Tesco’s ATM screen network and also via Shopmium; the shopper discount and deal app. A hardworking and ongoing press office is set to generate mass awareness and further encourage consideration and trial amongst target consumers.
Steven Gray, managing director at Haygarth, comments: “We are thrilled to be working with General Mills to launch their latest brand, Food Should Taste Good, into the UK market. Calling on our integrated expertise across the business – from Digital and Shopper Marketing to PR – our extensive experience in the healthy lifestyle and free from categories has helped us tailor our campaign to create maximum impact with our ‘healthy lifestyle’ audience. Reaching them through multiple touchpoints throughout the shopper journey, the campaign aims to drive awareness, trial and purchase throughout launch.”