MOJO PR implemented an influencer seeding campaign for Waitrose to increase consumer awareness and consideration for the brand by transforming key occasions into “shoppable moments” for UAE residents. The Instagram-worthy Waitrose food hampers celebrated the ‘Back to School’ season and were each tailored towards different mealtimes, heroing specific Waitrose products. From healthy energy-inducing oat-based breakfasts to pasta lunchbox ideas and tasty tuna school night suppers, each hamper included a host of delicious ingredients with helpful information and recipe ideas to enable influencers to create delicious and nutritious meals.
The hamper seeding was also complemented by a strategic media partnership with BBC Good Food Middle East and Mother, Baby & Child. The team produced sponsored content to inspire mums to shop at Waitrose during the school season.
The combined activities resulted in widespread social media coverage and organic engagement, reaching more than 251,900 people with Waitrose also recording a spike in both footfall and basket size.