Did you know that the average Brit eats,9,000 peas a year?
Neither did I, until I started working with the British Growers Association who fund the Yes Peas! campaign. Alongside a powerful team of PR pros, I managed the Yes Peas! social output on Facebook, Instagram, X & TikTok, handling all things strategy, content creation, community engagement, and paid ads.
THE BRIEF:
Build general awareness and create conversation relating to the brand.
Raise the publics perception of the Great British frozen pea.
Reach and relate to new audiences, specifically Gen Z.
Build relationships with consumers and brands within the frozen food space.
THE STRATEGY:
Enter into a previously untapped form of social media for the brand and dominate our niche by jumping into trending conversations.
Utitlise storytelling as our strongest asset - tell weird, whacky, yet relevant stories to pique interest and generate engagement.
Engage in daily community management, sticking to brand tone of voice, to cultivate meaningful interactions with potential consumers.
THE RESULTS:
In the first month of opening the account, we achieved:
Over 210,000 views
Over 20,000 engagements
Over 50,000 profile views