'Meating cards' by Moonpig

Launching edible ‘meating cards’ for Father’s Day

CHALLENGE

Father’s Day is a key commercial moment for leading personalised card and gifting retailer, Moonpig, as it is for countless other retail and product brands. Brands2Life’s challenge was to devise a cost-effective creative campaign that drove share of voice in a crowded earned media space and broadened awareness of Moonpig as a destination for gifts as well as personalised cards.  The Moonpig comms team also wanted to reach a broad range of demographics – men and women, younger and older adults, both nationally and regionally.

As Brands2Life’s first major campaign since being appointed as Moonpig’s consumer PR & social agency, it was also an opportunity to set the tone of the programme and establish Moonpig as a fun, thoughtful brand that’s so much more than a catchy jingle.

APPROACH

We knew food-related gifts were particularly popular for dads on the Moonpig site. We also knew that lots of dads love meat. Taking these two insights, we devised a range of Father’s Day cards with a difference – edible ‘meating cards’ infused with authentic meaty flavours. Creative food company, The Robin Collective, created two tasty cards – smoky BBQ and spicy hot – which were sent to media and given away to customers in a competition on Moonpig in the run-up to Father’s Day.

IMPACT

Media loved the tasty cards. The story generated over 63 pieces of coverage in the week leading up to Father’s Day. Highlights included dedicated stories on Mail Online, Metro.co.uk and Telegraph.co.uk, ShortList and the Mirror. On the Friday before Father’s Day, Lorraine Kelly devoured a whole card on ITV’s Lorraine Live and they were a talking point on 28 BBC and commercial radio stations throughout the UK. 165,500 Twitter impressions were generated organically in four days with a conversion rate for the cards on Moonpig of 4.29 per cent.

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