The Baileys Almande Launch

The Baileys Almande Launch

 
 

The objective:

Drive unprecedented appetite and awareness for a brand new innovation: ‘free-from’ Baileys.

The story:

Finally! Now free-from and vegan treat-seekers can try the ultimate indulgence - Baileys Almande.  

How we did it:

TASTE implemented a three pronged approach

  1. An exclusive preview of highly targeted seeding and announcement to the free-from community

  2. Free From Launch: Build anticipation through highly targeted influencer and media outreach  

  3. MASS LAUNCH - capitalising on the existing buzz and excitement as a springboard for full distribution into mass retailers

Culminating in… The Baileys Almande Vegan Treat Stop where we ‘set free’ delicious, indulgent creations, that normally aren’t vegan-friendly, and served them up to the public for a limited time only.

Queues round the block!

Results:

  • 50 key vegan and free from influencers engaged

  • X40 pieces of editorial in free-from print & online media

  • 150 pieces of launch coverage to date, combined with availability of 11M+ including a slot on This Morning