Local Gems.
Heineken UK's Inch's cider challenged food creators to cook with ingredients sourced within 40 miles of home, carrying a 'local tastes better' message to 18 to 34-year-olds on TikTok and Instagram.
- Brand
- Inch's
- Agency
- Jungle Creations
- Market
- UK
- Region
- Global
- Year
- 2024
The challenge
Inch's needed awareness and trial among 18 to 34-year-olds, and its sustainability and local-sourcing story risked sounding corporate on social platforms.
The idea
Jungle Creations, owner of the Twisted food brand, briefed creators including Alfie Cooks and Hey Renu to source ingredients within a 40-mile radius and build recipes around the cider. Organic posts, creator content and paid social ran on TikTok and Instagram. An Inch's Honey Mustard Smashburger carried the idea offline through Uber Eats, Deliveroo and on-site sampling.
Results
- According to the case study, the content drew 17.8M video views.
- Meta Brand Lift showed a 13.4-point lift in ad recall, the case study says.
- By the case study's figures, 16,000 cider samples went out in two weeks and the burgers sold out.
Case study source: Creativebrief Source ↗
Credits
- Creative agency
- Jungle Creations
- Associate Creative Director, Jungle Creations
- Molly Tappin
- Creator
- Alfie Cooks
- Creator
- Hey Renu
- Creator
- Big Has
