Partner with an authentic, credible high-profile chef ambassador to raise the profile of Del Monte® products and reach new audiences via their existing, engaged fan base.
Pier delivered an incredibly successful six-month campaign with Jack Monroe, featuring a series of brand-new, exclusive recipes communicated via digital and traditional media and supported by a punchy social media campaign including a live recipe demonstration on Instagram.
The results speak for themselves – we smashed our KPIs with close to 100 pieces of coverage, a potential reach of over 20 million people and 6 high-profile national interviews.
As a food writer, journalist and activist who is well known for campaigning on food poverty issues, Del Monte®’s collaboration with Jack Monroe was a natural, authentic fit from the very beginning.
The partnership marked a first of its kind for Del Monte® and underpinned the brand’s commitment to quality, value and nutrition. With the campaign built around six bespoke recipes hand-crafted by Jack, we inspired families across the UK to create nutritious, appetising and affordable dishes using Del Monte®’s most popular products.
Our multi-faceted campaign kicked off a £10,000 donation from Del Monte® on behalf of Jack to the incredible Magic Breakfast charity that funds thousands of breakfasts for British children every year.
Jack’s delicious recipes were made available to consumers through our wide-reaching digital and PR campaign, including both Jack and Del Monte®’s social media channels, with the campaign hashtag: #YesWeCAN.
During the campaign period, Pier secured six high-profile media interviews in titles such as Grazia, Delicious and Stylist Magazine. Jack used these opportunities to highlight the amazing benefits of using canned fruit, especially at a time when many families were looking for ways to better manage household costs.
Underpinning our core PR campaign activity, we also ran a series of competitions in glossy magazines including Celebs Now and Woman’s Weekly, offering readers the chance to win a desirable book bundle from Jack (including her award-winning title Tin Can Cook) and a year’s supply of canned fruit, resulting in almost 112,000 entries.
Pier worked closely with Jack to develop a six-month social strategy with highlights including a fun and memorable Instagram live cook-along, featuring Jack’s infamous Upside-Down Pineapple Chicken recipe. The partnership was a roaring success, with Pier securing 97 pieces of branded coverage, with a total potential reach of over 20 million.
Would a celebrity ambassador elevate your brand and lead to exciting, untapped audiences? Talk to Pier about finding the right fit.
“Pier has delivered a flawless press office as well as creative campaigns”
Pier, Unit 24, Basepoint Business Centre, 70-72 The Havens, Ransomes Europark, Ipswich, Suffolk, IP3 9BF
Company registration number 06531395
Pier, 77 Farringdon Road, London EC1M 3JU
To apply for this position please fill in your details below and we will be in touch soon.