This campaign for Noluma – which offers technology that measures the impact of light on food and drink products – aimed to make light protection matter to those consumers who are most likely to engage, and encourage food companies to make 'light-protected' milk a reality.
Target audiences were b2b decision-makers, mothers of pre-schoolers, and 'organic foodies'.
A report showing the detrimental impact to nutrients in milk from light damage received coverage across b2b media, and on parenting website Netmums.
A targeted b2b paid campaign encouraged businesses to contact Noluma to learn about its technology.
Separately, an unbranded consumer campaign encouraged consumers to call on food companies to urge change. A website helped people get in touch directly with their retailer, while a ‘Dairy in the Dark’ consumer pop-up event enabled people to taste test light-protected milk. A partnership with parenting network Mumsnet, influencer engagement, and b2c advertising also pushed the message.
The next phase secured sales meetings and partnerships with the b2b audience.
The campaign achieved 200 pieces of UK coverage. Afterwards, 84 per cent of the target b2b audience had heard about Noluma – recognition was zero before – and seventy per cent were interested in protecting their products with light-protected packaging.
From a baseline of zero, 31 per cent of all ABC1 parents and 39 per cent of 'organic foodies' were aware of light protection and problems after the campaign. Five hundred consumers lobbied their retailer and favourite milk brand.
Meetings were secured with a number of UK diaries and consumer goods companies, leading to eight pilots and three signed deals.
Judge's comment
Brilliant and unique campaign with tangible and impactful results.
Highly commended
'Travel Industry Recovery' by Expedia Group
To help COVID-19-hit hotel communities and be seen as a trusted partner, Expedia offered a package of measures including: marketing credits to help hotels increase visibility on the platform, some commission reductions, a data tool to help hotels monitor booking trends, and a complimentary training programme for furloughed/displaced workers. Aided by a punchy headline about $275m being committed to partners, coverage was huge, with 350 items in 27 countries in four days.
Shortlisted
Ask for the Lion: Driving sales of British Lion Eggs by Nexus for British Egg Industry Council
Data Literacy Project by Brands2Life for Qlik
Opportunity2030: The Standard Chartered SDG Investment Map by Man Bites Dog for Standard Chartered
