A POWERFUL COMMUNICATION CAMPAIGN during
British Tomato Fortnight to drive in-store sell-out, generating
240M REACH
through the following targeted actions
NEW IN 2025 : CONSUMER CONTEST ACTIVATION
"Find Piccolo & Win !"
COMMUNICATION STRATEGY : Campaign launched via a foodie influencer with strong audience engagement who will encourage followers to participate.
PRIZE TO WIN : £1,000 to spend on Pop Top - for a private chef dinner at home with friends.
CONTEST MECHANICS : Spot British grown Piccolo brand/variety name on the packaging. Buy & snap a pic to enter the contest.
OBJECTIVE : Drive consumer engagement & brand visibility in-store.
RADIO CAMPAIGN
30 SECONDS radio spot.
REACH 5M
295 SPOTS AIRED during the 2 weeks
of the British Tomato Fortnight.
BVOD CAMPAIGN
REACH 1M
30 SECONDS video spot created for the BVOD.
21M VIEWERS PER MONTH/REACH : 54% of ABC1.
29M VIEWERS PER MONTH/REACH : 62% of ABC1.
DIGITAL ADS
DISPLAY ADVERTISING,
EDITORIAL CONTENT,
SPONSORED RECIPES,
SOLUS EMAIL & NEWSLETTERS.
IMPRESSIONS 4M
PRESS RELATIONS
233M TOTAL COVER*
*based on the 2024 campaign