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How we created a national appetite for Discover Delicious
Wales is packed with incredible local food and drink, from family run butchers’ to artisan gin distilleries. But you might not have known about that. In fact, lots of people didn’t. That’s why we designed and launched an online marketplace brand for small to medium sized Welsh producers.
We needed to connect them with a fast-growing base of customers, whilst raising awareness of the hidden culinary gems that Wales has to offer. Our launch campaign utilised TV, social, PR, CRM, paid media and experiential marketing.
First, we developed a unique new brand identity, and meticulously created their online marketplace. It took the form of an e-commerce site that we designed and built in-house. The content was designed in a more long form, editorial format, allowing each individual producer’s story to play out in a way that had a distinct narrative.
The Discover Delicious TV ad we created was aired on ITV, and to generate conversation around the launch, we partnered with Masterchef contestant and award-winning chef, Tom Simmons, for a press event at his Tower Bridge restaurant. We also created our own influencer network to pre-seed our TV activity with exclusive product hampers to increase brand awareness amongst our key demographics.
Our work resulted in wide coverage across trade, consumer and influencer activity, with an impressive combined reach of over 2 million. The Discover Delicious TV advert created 1.9 million impacts, continuing to drive traffic to the website and raise awareness. We left no doubt in the minds of the public that Wales was packed with independent food and drink producers, and most importantly, we told their stories.
