SPREADING SMILES

THE HEAD SCRATCHER

How could we bring to life BelVita’s ‘Positive Energy Starts Here’ brand positioning in a way that really travelled with the media and target consumers?

THE IDEA

BelVita understands the power of sharing positivity. What better way to symbolise its knock-on effect of goodwill by focussing on the power of a simple smile? Our strategy was to celebrate how the small act of smiling can have a huge impact on those around us.

Our multi-layered ‘Smile Spreaders’ campaign showcased the nation’s everyday community heroes who keep us all smiling. From local charity campaigners to great neighbours, each hero was captured smiling in a special portrait series shot by celebrity photographer Andy Gotts. Their stories and images were released to target media along with news research which quantified the lasting effect and value of a smile.  And we partnered with relevant influencers and inspirational speaker, Katie piper OBE, to create even more social and media buzz around the feelgood issue.

THE RESULT

• 58 pieces of coverage, including 13 nationals

• 31.4 million opportunities to see

• 86% of coverage included campaign imagery

• 13/58 pieces of national coverage