the art of breakfast
How do you generate buzz across social and PR channels around the launch of Tefal’s stylish new Breakfast Maison kitchen electricals? By drawing on the qualities of the products themselves, focussing on their excellent aesthetic design as inspiration for a multichannel campaign that will intrigue and delight.
Our creative teams devised ‘The Art of Breakfast’ campaign on the premise that even a humble slice of toast can become a piece of art if you have the right equipment. We commissioned food artists and bloggers Fresh Heather to create a homage to history’s great artists, promoting associated videos and photography through social, and driving traffic to a specially created Tefal landing page.
To amplify the launch, we developed a pop-up toast gallery that would see the toasty art go on display for two days at Old Street station, distributing free toast to the public as they perused the gallery. Fresh Heather were on site to talk about the art creations and the making of them.
This experiential activity was supported by a consumer PR campaign and an on-the-ground social media team to encourage visitors to share their experiences. A wider social media audience was offered the chance to win Breakfast Maison products by snapping and sharing their own attempts at breakfast art.
All aspects of the campaign drove curiosity about the Tefal Maison range. During the six week campaign sales increased by 550%, while traffic to tefal.co.uk’s ‘breakfast’ pages was boosted by 30%. Overall 'The Art of Breakfast' generated 398,747 content engagements and website visits.
“An excellent creative idea, well executed and cleverly amplified. Integrating live and digital elements like this can be tricky, but Bray Leino delivered impressively. The numbers speak for themselves.”
Graham Day, Social, CRM and Content Manager, Tefal