White’s World Porridge Day

Tags

Research +

Planning

Research was commissioned by White’s looking at the breakfast habits of adults across Northern Ireland. It revealed that although 70% of adults who eat porridge and oats prefer to eat locally produced oats only 17% of those chose White’s. Since White’s is Northern Irelands only porridge and breakfast cereal producer, our research clearly showed that that consumers were not aware that White’s was a local brand, milled in Co. Armagh.

To counter this, we calculated the journey from all major towns and cities to White’s to illustrate how far they travelled from mill to bowl. We then created a series of informative and digestible infographics to be shared on White’s social channels and website to educate their audience on the locality of their brand.

Delivery +

Implementation

The social media campaign focused around World Porridge Day event on 10 October. White’s hosted an invite-only cooking session at Belfast cookery school, The Waterman, for local influencers who demonstrated an authentic interest in food. NI award-winning Chef Niall McKenna created four oat-based recipes for the creators to make on the day and post the images and videos across their platforms.

We created a package of content featuring recipes and images that focused on the versatility that oats can bring when making healthy, nutritious food and included recipes for oat and black bean burgers and pancakes, and the key benefits that oats can bring to a balanced diet.

On the morning of World Porridge Day White’s hampers were delivered to breakfast radio stations across Northern Ireland. White’s hampers were also delivered to influencers unable to attend the event or who had an existing relationship with White’s. These drops resulted in additional mentions and content online.

Outcomes


Independent post campaign analysis showed that the projected targets set at the beginning of the campaign were far exceeded in actual terms:

01

Raise brand awareness and position White’s as a market leader due to effective and relevant content:

02

Audience increased by 431 across Facebook & Instagram

03

Facebook reach increased by 2.8k% (52,625)

04

Instagram reach increased by 620% (10,994)

05

Number of website sessions from age 18-24 have increased by 37% in October 2022 compared to October 2021

In comparison to two of our competitors who also ran World Porridge Day campaigns, we grew 3% more than Quaker Oats and gained twice as many followers as Flahavans did as a result of our campaign and the content generated.

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