- Established Olina’s brand in the UK
- Drove consumers to stockists through targeted social activity
- Helped secure additional retail listings throughout year
Artisan cracker brand Olina’s Bakehouse was a relatively new entrant to the UK grocery market and had listings in a range of speciality and smaller retailers across the UK. A digital-first campaign was launched to highlight where consumers could purchase and to create awareness of the brand to help conversations with the larger retailers about listings.
The campaign focused on Instagram which was populated with a mix of images showcasing serving suggestions, designed posts highlighting the extensive range and posts calling out specific retailers. Advertising was used to boost content, while a micro influencer seeding campaign was also launched reaching high-end foodies to generate a bank of user-generated content that was repurposed on the brand’s channel.
The campaign delivered strong engagement rates, averaging 12%, and the brand secured new listings, including Waitrose, during the 12-month period.
