It’s Thyme for Veganuary: engaging with influencers #itsmeatfreethyme
Thyme is a premium frozen food brand with a mission to make it easier to eat better. Thyme aims to make real, honest, slowly prepared food easier, much quicker, and far more convenient by using the freezer and delivering direct to your door.
Thyme underwent a brand and operational adaptation in 2018 including a website refresh, photography, recipe development and improved warehouse infrastructure.
Following unprecedented customer demand for their vegetarian products, Thyme made the decision to become a meat free company for the month of January and launch a dedicated Vegan product range in support of Veganuary. If the trial went well, Thyme committed to becoming an entirely meat-free company moving forward.
Leader were given two months from concept to delivery to specifically support Thyme’s ‘Veganuary’ trial and deliver dialogue across trade and consumer platforms, generating brand awareness and ultimately increasing sales.
Based on the brief, short time-frame and insights we proposed a straightforward and ‘no-nonsense’ engagement mechanic utilising our media and influencer experience and relationships to their fullest. A method to generate conversation and raise awareness in the short-term, whilst creating an authentic and compelling foundation for future brand communications.
To maximise the budget, we proposed an element of ‘guaranteed’ exposure working with influential partners ensuring we delivered the right messages, at the right time, to the right people.
Our campaign successfully re-ignited interest between Thyme and the media, influencers, opinion formers and customers, setting a positive scene for future communications and kick-starting Thyme’s 2019 engagement plans.
We delivered a reach of over 830,000 in just one month securing coverage across Vegetarian and food specialist press and lifestyle media such as Vegetarian Living, PlantBased News and Country & Townhouse, as well as the recruitment and engagement of 20 key vegan and foodie influencers and celebrities delivering over half a million online impressions.
As a result Thyme saw an uplift in web-traffic, sales and owned platform engagement contributing to a year-on-year sales growth of 3:1.