bbcgoodfood.com – bringing trust and credibility to the table for New Zealand Lamb

Challenge

New Zealand Lamb wanted to separate itself from the competition by positioning their produce as premium quality meat at the height of the lambing season to optimise sales.

Idea

To engage bbcgoodfood.com’s passionate ‘foodie’ audience with an online feature that would inform and inspire users to buy and cook New Zealand lamb.

Execution

bbcgoodfood.com created an advertorial for New Zealand Lamb communicating the quality and origin of the meat as well as the health and taste benefits. The site brought credibility and trust to the table through association with accomplished chefs as well as featuring a bespoke New Zealand Lamb recipe exclusive to bbcgoodfood.com users. The advertorial also linked to an archive of recipes driving users to New Zealand Lamb’s official website.

bbcgoodfood.com, delivering "terrific execution" for its clientQualified traffic was delivered to the advertorial feature via MPUs and overlays, while bbcgoodfood.com’s weekly newsletter delivered the New Zealand Lamb message directly into the inboxes of 50,000 users with a passion for food and cooking.

Results

The campaign was so successful that the client booked a second burst of activity. The newsletter delivered 366 click throughs to the advertorial feature – a click through rate of 0.73%. The advertorial feature delivered 5,247 impressions and a staggering click through rate of 13% to New Zealand Lamb’s official website.

Testimonial

“A terrific execution and perfect for our customers”
John Mabb, UK Marketing Manager, New Zealand Lamb
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