Sage - Bringing ‘food thinking’ to the UK
Sage by Heston Blumenthal is a range of high-end kitchen appliances that we launched in the UK. They’re still making waves in the category – with year on year double digit growth. Our work for Sage is based on the “ZMOT” element of the purchase cycle – giving people interesting and compelling content when they’re researching what to buy.
Heston’s magic in his own words
A whole range of video content films have also been produced, leveraging Heston’s profile and authority in the kitchen to explain what the products are about and how to get the best out of them. Over 1 million of these films have been downloaded and watched.
Targeting The Influencers - strategic social outreach to find the foodies
Generating awareness for Sage, by being talked about on food blogs and in appropriate press/website titles, is crucial for driving web and store traffic. The focus is on reaching and talking to the serious food lovers - who really appreciate the expertise behind these products. Sage got off to a flying start, with 460 media features in the first year achieving a combined reach of over 20 million.
Spreading the #JuiceLove. A strong support network of friends and family is key to successfully starting a healthier lifestyle. That’s why the Sage #JuiceLove social campaign encouraged people to share their juicing experiences and nominate a deserving friend to receive a new juicer. 50 people passed on their #JuiceLove over 50 days, and a juicing support community was born on the #JuiceLove landing page.