TAKING A STAND AGAINST THE AFTERNOON LULL

THE HEAD SCRATCHER

French biscuit brand LU had been a favourite across The Channel for over 170 years. How could we fire up interest and buzz among spoilt-for-choice Brits, when it launched in the UK?

THE SOLUTION

The French combat the afternoon energy slump with Le Gouter – a sociable afternoon snack. Why not import this much-loved tradition, to help Brits reconnect with each other after lockdowns? With the help of everyone’s favourite TV Frenchman Fred Siriex we created ‘un movement’ to turn afternoon lulls into afternoon LUs. Our multi-layered campaign highlighted the emotional boost we get from sharing a moment with friends or loved ones.

Research-based media relations explored how many Brits suffered from a daily energy nosedive, with 2:17pm uncovered as the most common time to start slumping. Magazine and broadcast interviews with Fred continued the narrative, calling for Brits to take a few minutes out to ‘taste the love’ with someone each day. Diverse influencer content spread the messaging across social. And product placement with target magazines underpinned the brand-building.

THE RESULT

• 70 pieces of national and consumer coverage with 100% including ‘Taste the Love’ key messaging

• 13million+ opportunities to see or hear campaign messaging

• 92% of coverage included hero branded photography and video

• Over 200% reach, 300K engagement and 99% positive (1% neutral) sentiment on influencer content