Brief: Make a relevant and lasting impact to support the launch of a new line of products, enhancing the baker Kingsmill’s reputation. The original research stats needed to be a foundation, highlighting a problem upon which a partner influencer could base their story and go onto sharing handy lunchbox hints and tips aimed at the target audience.

Execution: After checking the research participants and question structures were relevant for the kind of headlines sought we conducted a quick online survey with 1,000 UK parents.  The team were new so we not only pulled out the results verbally but popped into the agency to give them a quick master class on how to read data tables.

Output: A snappy press release and briefing of media influencers lead to wide coverage in the Daily Mail and discussions on Good Morning Britain and Mumsnet, so comfortably meeting client KPIs.