The objective:

Demystify cooking with pulses and grains.

The story:

Celebrate the ‘year of the pulse’ with Merchant Gourmet’s wellbeing chef, Sophie Michell.

How we did it:

A mix of tactics that ensured Merchant Gourmet were top of the list of health stories in the new year. Using Sophie Michell, we capitalised on the UN Year of the Pulse, to show how people can easily make suppers with a series  of TV, print and radio interviews and bespoke recipe creation. We also powered the brand’s owned channel with evergreen content from additional bloggers, who shared their ideas all year round.

Results:

Over 80 pieces of coverage in January alone, with a total OTS of over 60 million. Sales reached record levels with spikes showing during the campaign peaks and when recipe coverage appeared.