Case Study - Good Food Launch Stunt

Case Study: Good Food Launch Stunt
Client: UKTV

Overview

TV Channel Good Food which had recently re-branded from UKTV Food asked Taylor Herring to raise awareness of their new identity whilst communicating the fact that the channel was all about 'fun with food'.

Inspired by the work of artist Carl Warner, the agency proposed an audacious recreation of the London Skyline made entirely from fruit and vegetables, a real talking point that would work both as a PR story and as a compelling piece of editorial for the channel.

Execution

In early November the team met with Carl Warner to discuss the idea and the design, ensuring that all the key London landmarks from The Houses of Parliament to Eros and The London Eye would be included in the final artwork.

Once we had the green light, we ensured that every moment of the picture build was captured on video which could be used both as channel content and as a mini online documentary for PR use.

Upon completion, the team allocated exclusives of different buildings within the wider picture to key national media targets. The full skyline pictures were then sold in to both national and regional targets, while a comprehensive online campaign saw the photos seeded to a wide range of relevant websites including food blogs, quirky news sites, and entertainment and lifestyle outlets. The time lapse video of the build was also seeded widely across niche food sites and blogs. Good Food also used the images extensively within their programming schedules throughout the week in which the story broke.

Results…

Print highlights included a fully credited double page spread in Metro, The Daily Telegraph, OK! Magazine and The Scotsman reaching over 5 Million readers in a single day.

Online coverage was impressive with 55 websites carrying fully credited images including the likes of Telegraph.co.uk, Dailymail.co.uk, Treehugger, Metro.co.uk, This Is London, Mirror.co.uk, London Net, and London Daily News. UGC sites were also included, with twelve key photoblogs and photosharing sites targeted with the images, and the 'making of' video seeded to thirteen key video sharing networks.