The Hunt for the UK’s tastiest, most natural breakfast!
Koko challenged us to develop an interactive social and digital campaign to help drive trial of their milk and yoghurt alternatives.
The digital campaign supports their wider brand campaign, communicating the same key messages; great taste, coconut expertise, and linking to the breakfast occasion.
Our insights showed that flexitarian consumers are key drivers for the growth in the plant-based market and represent a huge opportunity (50% of the population.) Taste is the most important feature for plant-based milk purchases and key usage for non-dairy milks was at breakfast time, with January being the most relevant time to talk about healthy breakfasts.
With these insights and interest in healthy breakfasts peaking in January this led us to create ‘The Hunt for the UK’s tastiest most natural breakfast’. Inviting people to create and share their tremendously natural Koko breakfasts, with one winner’s recipe lifting the cup at the end of the campaign, and also winning a stunning treehouse getaway!
Entries will be judged by an expert panel of judges, including medical nutritionist Dr Sarah Brewer, where there will be weekly winners and a final round for the Grand Prize where the public will vote for their overall winner.
The campaign amplified across social media and YouTube, plus an influencer campaign using micro influencers to help create content and drive awareness of the competition to their followers too.
The competition will run for five weeks and can be found at www.kokotreemendousbreakfasts.com with the last date for recipe submissions Sunday 14th February.