How do you make condensed milk exciting? Nestlé Carnation asked Munro & Forster to position the brand as an essential, versatile ingredient for homemade desserts and drive traffic to the Carnation website.
We recruited the Queen of Homemade, Kirstie Allsopp, to be the face of Carnation and endorse a series of inspiring and delicious recipes made using the Carnation range. Kirstie also starred in a series of online podcasts – or 'pudcasts' – which demonstrated how easy it is to create the recipes.
In the first eight months of the campaign 324 pieces of coverage were generated with a media value of over £4million. Over 181 million people viewed the activity and 99% of coverage included at least one of Carnation’s key messages.
© Munro & Forster Communications 2011 to 2018