Beko turned to Mercieca to launch its global Eat Like a Pro campaign in the UK. An initiative responding to the growing obesity crisis amongst children, to inspire families to eat a little healthier through their FC Barcelona heroes.
What we did
As well as utilising global assets, we identified that a UK news hook was needed to relate the campaign back to our news agenda. We commissioned a study that showed almost half of British parents have ‘given up’ trying to feed their children five-a-day.
To take our story to UK media, we enlisted the support of BBC pundit, ex footballer and dad Jermaine Jenas as our spokesperson, and an influencer strategy that included micro bloggers and inspirational sports people including Sam Quek and freestyler Liv Cooke.
The activity kicked off with a surprise visit from Jenas at a London primary school where he took part in the children’s weekly fitness session, enabling us to create content for online media, broadcast and social.
Adding additional personality to the campaign and content for national press, we created a video of Jenas tasting different fruit and vegetables with three five-year-olds. The final edit captured a mix of reactions from love to disgust! Alongside an infographic, this was pitched into national online titles.
The final phase of the campaign, to ensure longevity across the summer, was a series of advertorials in schools’ newspaper First News, offering one school the chance to win a coaching session with Jenas. This ran throughout September and October, culminating in a visit to see the competition winner at a primary school in Wimbledon. This led to drive further content and coverage across social media and national press.
We delivered over 300 pieces of coverage across broadcast, online, national and regional media. Highlights include Jermaine appearing on Sky News breakfast show - Sunrise, Daily Mirror, Independent, Sun Online, Mail Online and Metro.
PR and social coverage alone generated over 763,036,206 opportunities to see with the social conversation extending to wider influencers including ex Minister for Sport and Civil Society Tracey Crouch.
Donald Shepherd, Beko plc UK & Ireland Marketing Director said: “Mercieca delivered an incredible start to Beko’s Eat Like A Pro campaign. They took our global assets and created a smart approach to activating it in the UK. Helping us deliver a phased programme, maximising our budget and utilising their network of media, influencers and sports stars. As ever, they’ve been committed to ensuring they deliver the best results for our brand and are always collaborative, passionate and enthusiastic. They make hard work fun and always demonstrate a positive can-do attitude alongside results that exceed expectation.”