Using sponsorship to showcase versatility and drive engagement.
To build on Peppadew's first TV channel sponsorship and further drive brand awareness with an ABC1 audience, by showcasing their various products and uses to increase category penetration.
A prime-time sponsorship of the Food Network channel allowed us to maintain a strong TV presence and significantly broaden Peppadew’s reach and build awareness. The partnership was extended with targeted activity across the Food Network's social platforms. This drove the audience to an online recipe hub allowing Peppadew to showcase the versatility of their products. Monthly content would reflect a new theme such as healthy eating, BBQ or picnic, and would finish with a competition to keep fans engaged.
The sponsorship itself, together with the added value of Peppadew branded programme promotions, reached 11 million ABC1 Adults resulting in Peppadew's products often being sold out. The social media campaign reached 1.6 million adults and with 143k video views and over 1,000 competition entries successfully drove continuous deeper engagement.