Increasing usage occasions was identified as a core growth strategy for BRITA filtered water. To achieve this we worked with BRITA to recruit Masterchef’s Gary Mehigan as an official Brand Ambassador, creating a multi-faceted education campaign to show potential ‘master chefs’ the importance of using filtered water as a key ingredient in food preparing and cooking.
Leveraging the existing ‘Better with BRITA’ brand platform, and Gary’s outstanding reputation and wide consumer appeal, BRITA was able to make a seamless transition from a pure ‘hydration’ message into one that also included use in home and commercial kitchens. The campaign featured in-store promotions and point of sale materials, a microsite/Youtube channel, ‘how to’ videos and recipe card – all fronted by Gary, of course.
The Better with BRITA campaign ran across multiple channels educating the consumer of the importance of using filtered water as a key ingredient in food preparing and cooking.
A recipe ebook was also developed to deliver these fresh recipe’s to consumers as part of the national promotion run through the Grocery and Electrical channels.