Case Study: Friends of Glass – Blogger Event at Cactus Kitchens, London
Food and mummy bloggers were identified as a key channel to reach the campaign audience of mums with young children. We were tasked to generate influential online coverage by these bloggers for Friends of Glass.
What We Did
We created two ‘Recipes in Glass’ hands-on cooking events at Cactus Kitchens, where ITV’s Saturday Morning Kitchen is filmed. Some 20 bloggers and selected journalists attended over two separate events and learnt more about the benefits of glass packaging and how to cook delicious recipes in glass jars.
The bloggers enthusiastically wrote about their experience, with the resulting coverage reaching over 8,000 combined followers, plus a further 253,555 views on the social media activity posted by the bloggers during the events. Editorial pieces reached over 1.1m readers.
“I really enjoyed it….I thought the day, amongst other things, was interesting from a sustainability point of view – the fact that glass is widely seen as inferior to plastic when it comes to being green, when there are obvious arguments to be made in favour of glass”.
James Halliwell, Features Editor, The Grocer
Take a look at this short video from the day, introduced by Amanda Barry-Hirst: