The Task
Home baking became one of the biggest trends during lockdown, as consumers looked for fun and creative ways to occupy themselves. As one of the UK’s oldest and most beloved baking brands, Camp Coffee tasked Jellybean to create a social media campaign that would inspire and delight amateur bakers during Veganuary 2021.
The brief was to use social media to drive awareness of Camp Coffee and educate consumers on its plant-based credentials, recruiting new vegan Gen Z users whilst still honouring the brand’s loyal following.
The Solution
A three-phased social campaign to engage consumers across January and February 2021 supported by paid promotion.
To kickstart the campaign, jellybean created an animated video to communicate the brand’s vegan credentials with a call to action to stock up via leading UK supermarkets.
We then recruited one of the UK’s biggest vegan baking influencers – Holly-Jade (aka The Little Blog of Vegan) to create a show-stopping Camp Coffee inspired vegan bakes and share beautiful new recipe photography across Instagram, Facebook, Twitter, Pinterest and on her popular baking blog.
In conjunction with the strong content, we created a plant-based baking competition where we asked Camp Coffee’s followers to create and share their own vegan inspired bakes to be in with a chance of winning an exclusive Camp Coffee prize bundle, including a personalised bottle of Camp Coffee, a Camp Coffee apron, and Camp Coffee oven mitt. As an added incentive to get involved, Camp Coffee pledged to donate £1 for every submission to FareShare, the UK’s national charity network aimed at relieving food poverty and reducing food waste. With food bank dependency rising throughout the pandemic, this charity link-up resonated with both the brand and its customers during a difficult time for many.
The Results
The inspiring content and consumer competition captured the imagination of the public, solidifying Camp’s position within the baking community both online and instore with Camp Coffee now proudly listed within Waitrose’s baking fixture. The campaign also delivered stand-out results for the brand:
- 5,086,200+ reach
- 19,500+ engagements
- 6,500+ link clicks
