Making Fibre One an item no dieter should be without

The challenge

From plant crisps to sugar free cakes – the healthy snack market is more in demand than ever before. Fibre One was the UK’s third biggest snack bar brand, but in a saturated market they needed to stand out to grow their audience and consolidate consumer loyalty. To do so, they launched “Crave Club”, marketing themselves as the go-to snack for busy people on the go, who eat healthily whilst still enjoying life. Running across TV and social, it was their biggest campaign to date.

Ultimately, the challenge was:

•To market themselves as the go-to snack for busy women on the go, who eat healthily whilst still enjoying life.
•Increase exposure and grow their audience and build the largest, loudest, and most engaged audience of snack bar consumers in the world – to earn their long-term loyalty.

Insight

Sharing an almost identical target audience, Fibre One and Grazia were a match made in heaven. Like the Fibre One consumer, the Grazia woman strived for a balanced lifestyle, looking to the magazine for inspiration to help her live happier and healthier.

Research also uncovered that 76% of the Grazia audience saw mental and physical health as something they were actively working towards in their daily lives and 60% agreed they were looking to eat healthier.

The idea

To help Fibre One bars fly off the shelves and into the hands of the Grazia audience, the team positioned Fibre One bars as the go-to accessory of the season, an item no dieter should be without. Grazia created a 360 immersive campaign across the magazine, digital and audio channels, and even a live event.

To ingrain the bars into the hearts and purses of the nation, the brand became the sole sponsor of the Grazia Life Advice Podcast, which included a star-studded line-up of guests. The brand also collaborated on branded content articles, stylish editorial photoshoots and live events, to continually build connection between shoppers and the brand.

The execution

Podcast: As sole sponsor of the Grazia Life Advice Podcast, over 34 weeks, we created fun, engaging weekly messaging around wellbeing and health, to raise awareness and drive trial of Fibre One amongst loyal Grazia listeners. Episodes featured aspirational and trusted female celebrities that the audience wanted to hear from. This enabled Grazia to target the audience when they were feeling motivated and inspired, through live reads and ads before and during the episodes. Tailored messaging throughout the campaign made sure it was always relevant and relatable e.g. summer health or winter wellness tips. Building upon the wider ‘Crave Club’ campaign, Fibre One’s brand ambassadors were invited onto the podcast as guests, to delve deeper into their story. Octave Audio, Bauer’s data led digital solution, was also used to target key audiences, ensuring absolutely no wastage.

Live Event: To create and engage the Grazia X Fibre One ‘Crave Club’ community further, Grazia launched ‘Make 2022 Count’: a brand new event in partnership with Fibre One. Speaking to nutritionists, fitness influencers, mental health experts and more, ‘Make 2022 Count’ included live virtual events and talks to inspire, entertain and bring positivity to the Grazia audience to embrace all aspects of their lives, all thanks to Fibre One. Both the podcast and live event were supported by online articles, social amplification and display ads, driving audiences to both engage and purchase.

Impact

The campaign was a huge success, leading to:

83% taking some kind of action having seen the campaign

42% buying a Fibre One product

50% brand recall

92% of recallers liking the campaign, driving a significant increase in spontaneous brand awareness and action