Read here to find out how we're supporting Breast Cancer Care for Mission Deli Wraps.
Our teams were tasked to generate awareness of Mission Deli’s on-pack partnership with Breast Cancer Care during the now iconic, month of Pinktober. Targeting women 25-44, we tapped into the relevant and super-rich insight territory of ‘friendship’, connecting with the brand’s core audience and driving emotional relevance through key social media and print channels.
Hero-ing the emotional connections that women have with each other through the good and the hard times, Mission Deli wrapped the UK in love for the 31 days in October. Campaign elements included #WrapInLove influencer outreach; competitions across key online ‘bibles’ including Glamour, OK! and Sunday Express, as well as ‘pinktovers’ on the brand’s owned channels – turning its Facebook and Twitter pages pink.
Coverage levels were up 20% on the previous year’s Pinktober activity, with a reach in excess of 50 million smashing our original campaign KPIs.