Job to be done
Increase penetration and encourage new users of Rodda’s Cornish Clotted cream by focusing on its core usage occasion – the classic cream tea.
Strategic approach
A broadcast-first campaign to show audiences why Rodda’s Cornish clotted cream is the best ingredient for a cream tea, driving choice preference over own brand by focusing on quality and taste.
Creative campaign
To mark the 10th anniversary of National Cream Tea Day, we wanted to create a cream tea with a difference to showcase the quality of Rodda’s Cornish clotted cream.
Through a strategic partnership with Michelin – recognised chef Paul Ainsworth to create a ‘cream tea tasting menu’, a five – course cream tea extravaganza with each course paired with a different tea.
Supported with key insights around how the UK likes to enjoy a cream tea, with the classic ‘cream or jam’ first debate at its forefront.
Delivered through a live tasting event with Paul and key influencers, and broadcast interviews with Paul talking all things cream teas and using Rodda’s as a key quality ingredient. Supported with recipe placement of Paul’s cream tea tasting menu.
Results
Overall reach of over 188 million, with the Rodda’s featuring on Lorraine, GB News Breakfast and across BBC regional radio. National coverage secured in Daily Express and The Sun, with influencer content generated from the event with a 600k reach.