KALLØ Stocks

Multi-Channel NPD Launch

Made with purely organic ingredients, Kallø’s plant-based stock cubes add delicious flavour to homecooked dishes. To drive trial and sales of Kallø's new Organic Umami and Organic Sriracha stocks, we ran an integrated campaign spanning PR, influencers and content creation.

Our Role

  • Champion new stock flavours and build brand USPs
  • Drive UGC via existing/new influencer relationships
  • Leverage Veganuary 2021 and BOSH! partnership to spark NPD trial
  • Promote usage by tapping into trend for quick 'meal hacks'

Our Approach

PR focused on product reviews and competitions to win BOSH! bundles, spanning target media pre-Christmas and during 'Veganuary'. We recruited foodie influencers including @Lucy_and_lentils to develop unboxing and recipe videos, with retailer CTAs.

We also created stop motion videos of speedy meal hacks using the stocks in unconventional ways, yet adding great flavour to scratch cooking.

Our Results

  • 82 pieces of PR and influencer content: total reach 7.1m
  • 750+ saves of influencer's recipe post, 70k views of Reel
  • 1k+ views of Kallø’s stop motions videos
  • Waitrose sales uplift, Tesco and Sainsburys: targets hit
  • 1.6% increase in brand awareness post campaign