Case study: #WatercressChallenge
Watercress is tasty and full of nutrients, but many people don’t eat it. This means that watercress suffers from low sales – particularly with the under 30s.
To spread the word, the #WatercressChallenge was created.
In December 2018 we reached out to health and fitness Instagrammers who created and shared tasty dishes using watercress with their followers.
Then, in March 2019 we sent watercress goody-bags to radio stations, magazines and newspapers and encouraged them to write about this wonderful salad leaf.
Next, to show food writers and chefs how versatile watercress can be, we held an event where it featured in each of the eight courses. It was even in the welcome cocktail and after-dinner chocolates!
With only a small budget, the campaign has so far had almost 3 million impressions on social channels and a half page article in the Daily Telegraph.