Our task: To create a head-turning PR and social media campaign to launch GLORIOUS! Soups’ new range of superfood soups, appealing to a health conscious consumer.
Our strategy: We then decided to create a pop-up “Wellness Shed” in Shoreditch, London which would be a world first. We worked with partners to create a virtual reality (VR) mindfulness game which people could experience inside the shed. This involved wearing a headset and being challenged to stir soup as slowly as possible on a cooker, to remind people of the benefits of mindful cooking and eating.
Our tactics: The pop up space was beautifully decorated and we made sure it was as “Instagrammable” as possible. We gave out vouchers to anyone using the hashtag #WellnessShed for free soups. We also invited the founders of Mindful Chef to be the first to try out the experience, which was broadcast live on Instagram Stories. For the media materials, we worked with a mindfulness expert to ascertain the health benefits of mindful eating and cooking.
Results: The hashtag #WellnessShed trended on the launch day across multiple social media platforms and was seen by over two million users. GLORIOUS! Soups’ Instagram followers doubled and the product sold out in Shoreditch. The story of the Wellness Shed and products were covered in 17 different media titles including Sunday Mirror (Notebook), Now magazine and PlantBased magazine.