CASE STUDY: Helping Dolmio Build Awareness Online and in Press

Provided by Metro (Associated Newspapers)
Dolmio worked with News UK to spread the word about their 100% natural ingredients.

What was the Challenge / Background of the Campaign?

News UK is part of News Corp - a global, diversified media and information services company focused on creating and distributing authoritative and engaging content to consumers throughout the world. Dolmio gave us a big challenge to get across the '100% natural' ingredients message via their 'Papa's Big Tomato Challenge'.

What was the Campaign Objective?

The campaign objective was to build awareness of the new 100% natural ingredients in Dolmio sauces amongst families and parents through an engaging fun campaign.

What was the Solution?

We created an interactive white labelled website as a destination and utilised our gardening experts to create content around growing plants in your own house. All in-paper activity was contextually placed and directed readers to visit the site. Digital activity included games and recipe ideas for children and their parents.

What were the Results?

This was our most successful campaign ever in terms of interaction. In three months, we had 591k page impressions, 78k individual registrations and 3k users have completed Growmato. Most importantly we got 150,000 kids growing tomatoes by giving away seeds.

What were the Key Learnings of this Campaign?

Research showed that 51% of readers reacted as a result of seeing the advertorials, with message cut-through of 'Dolmio encouraging people to get back to nature' at 56% and 73% agreeing it uses natural ingredients.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details13.6m weekly readership
25 - 34
35 - 44
Kids HH
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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