How do you use Albert Bartlett’s sponsorship of Sport Relief to promote potatoes as a versatile and healthy source of energy and inspire consumers in a traditionally low engagement sector?
As official sponsor, Albert Bartlett would donate five pence from 3.5M promotional packs. But we needed a bigger campaign idea and mechanic to fuel brand affinity, engagement and rate of sale.
So we tackled the bad PR around ‘couch’ potatoes head on, flipping it to the Albert Bartlett ‘coach potato’ team. Coaching the nation to do more to help themselves and others, we offered a family activity break every week, supported by healthy recipes from Albert Bartlett’s brand ambassador ‘coaches’, including Michel Roux Jr.
The promotional campaign generated a 45% YOY sales uplift and won a couple of key awards in 2019: Marketing Campaign of the Year at the Fresh Awards and gold in the food category at the Marketing Society Star Awards.