Flava-it brand launches ‘Meat Lust’ to drive desire
Monday July 14, 2014 at 5:21pm
Flava-it, a brand of seasoning and marinade sachets sold through major UK supermarkets, has created a new campaign to drive brand awareness and sales, with online content and sampling. By taking a controversial and even risqué approach to food marketing, with strong creative standout, it hopes to attract a new, younger audience, particularly those active in social media channels. Visitors to the campaign website, www.meatlust.com, are invited to ‘Unleash Your Meat Lust’ with a fun video and to take part in a quiz to find out “if you have meat lust”. All elements encourage social sharing and consumers can get a free sample via the site or find local stockists by simply entering their postcode. The lead creative agency behind the campaign is Code Computerlove, which has handled the project from concept through to creative and site build. It partnered with London-based Agile for the video and Manchester-based photographer Geoff Rhodes. Scott Dixon, brand manager for Flava-it, says: “Without a huge budget, we were looking for a marketing approach that would help us create standout for the Flava-it brand and appeal to our time-poor, younger target audiences. The campaign’s tongue in cheek approach may not appeal to everyone – but we’re confident that it will be memorable and encourage 18-35 years to re-appraise us as a brand.” The Meat Lust creative is also being applied across the brand’s POS materials and at events such as the recent Grillstock festivals. The campaign is being supported with online media handled by Code Computerlove, social marketing by Flava-it’s internal teams and a PR launch and blogger campaign by Smoking Gun PR. Flava-it, which has annual sales in excess of £1.7m, is part of UK-based food producer MRC The Flava People. Flava-it is stocked in major supermarkets including Tesco, Asda, Morrisons and Nisa/Today’s and independent grocery stores across the UK.