Background

Linwoods produce a range of healthy superfood combinations (seeds, nuts & berries) with over 15 different premium blends and healthy seed snacks available. The range is sold in over 25 countries worldwide. Linwoods asked ICAN to create a new campaign to reposition the brand at home and abroad.

Strategy

With their average customer age at 45+, Linwoods knew they had to appeal to a younger, more active, demographic if they we going to grow sales. However, to attract a younger health-conscious audience, Linwoods knew they needed to demonstrate not only how nutritious their milled seeds are, but also how they could fit it into their target audience’s busy lives.

Creative

Taking a cue from how health & fitness influencers use social media, our campaign ‘Sprinkle Awesome’ blurred the lines between advertising and reality. Not only did it mirror health & fitness influencers’ Instagram profiles, for added authenticity, we used a real one – Hazel Wallace aka @TheFoodMedic – who could deliver the nutrition message credibly and engagingly and crucially had a ready-made social media following to leverage. 

Media

Omni-Channel Strategy – Social Media (Instagram,Twitter & Facebook), TV, Outdoor, Activations, Press, Digital Display, Web, e-commerce.

Results

  • Increased web traffic – New ROI visitors up 343%.
  • Improved retail sales – UK up 40% and ROI up 108%
  • Increasing online sales Average – basket total up 38%. Revenue up 55%.
Find more on ICAN's website
Find more on ICAN's website