LITTLE MOONS
Creating earned social and media hype around the launch of Brown Butter Caramel
ABOUT THE PROJECT
Little Moons: Creating earned social and media hype around the launch of Brown Butter Caramel
This summer, Little Moons turned up the heat with the launch of it’s delicious, on-trend Brown Butter Caramel flavour. The new freezer snack combined silky caramel gelato, crunchy chocolate-coated caramel pieces, and that soft, chewy mochi shell fans already know and love – we knew this was going to be an instant hit.
As the temperatures started to soar across the UK, we rolled out an integrated PR and influencer campaign to get everyone craving this mouth-watering new flavour launch.
Our earned influencer strategy heroed key influencers in the lifestyle and food & drink space. The large-scale gifting initiative targeted over 100 influencers, which generated a wave of organic social coverage during the initial launch phase. Compiling the perfect mailer, we brough influencers into the Little Moons world and got them excited with the ultimate mochi and merch drop.
This was complemented with a paid partnership with Cinzia Bayliszullo, co-host of The Girls Bathroom podcast. Cinzia (along with her dog Blueberry) created the perfect Brown Butter Caramel matcha recipe to complement the new flavour launch.
The buzz didn’t stop there, we generated headlines across trade and consumer press, featuring in trade titles including The Grocer, Food Bev, Grocery Gazette and Kam City. While our consumer and lifestyle outreach saw Brown Butter Caramel land in titles such as Daily Express, OK, Metro, Sunday Mirror, On In London, Good Housekeeping, Prima and Fabulous.
The campaign resulted in an organic story reach of 262K, with a combined influencer follower reach of over 3.8 million. From a media perspective, we landed 18 pieces of coverage and achieved a total media reach of over 294 million.
