Dolmio worked with News UK to spread the word about their 100% natural ingredients.
News UK is part of News Corp - a global, diversified media and information services company focused on creating and distributing authoritative and engaging content to consumers throughout the world. Dolmio gave us a big challenge to get across the '100% natural' ingredients message via their 'Papa's Big Tomato Challenge'.
The campaign objective was to build awareness of the new 100% natural ingredients in Dolmio sauces amongst families and parents through an engaging fun campaign.
We created an interactive white labelled website as a destination and utilised our gardening experts to create content around growing plants in your own house. All in-paper activity was contextually placed and directed readers to visit the site. Digital activity included games and recipe ideas for children and their parents.
This was our most successful campaign ever in terms of interaction. In three months, we had 591k page impressions, 78k individual registrations and 3k users have completed Growmato. Most importantly we got 150,000 kids growing tomatoes by giving away seeds.
Research showed that 51% of readers reacted as a result of seeing the advertorials, with message cut-through of 'Dolmio encouraging people to get back to nature' at 56% and 73% agreeing it uses natural ingredients.