To launch OXO’s new Stock Pots, we invited influential foodie bloggers to our ‘Disco Soup’ immersion event at the Cactus Kitchen (BBC's Saturday Kitchen set). ‘Disco Soup’ is an international grass roots movement that raises awareness of food waste (making soup from leftover veggies in a party-like atmosphere). TV chef Dean Edwards demonstrated innovative OXO soup recipes for bloggers to replicate at their cooking stations - whilst our resident DJ ensured they chopped to the beat. Social content included Tweets, Pins and Instagram posts, plus 100% message delivery and endorsements across attendees’ Blogs. Activity was supported with our exclusive 6-week editorial partnership with The Times online showcasing 60 second soup videos with Dean, with a reach of 5m+.