Having devised its ongoing ‘Live Life without A Filter’ brand platform, Popcorn was tasked with identifying and recruiting an aspirational celebrity to become the face of the LighterLife Fast campaign. With an exclusive listing in Superdrug, the chosen ambassador needed to resonate with a younger demographic, exude body confidence in women and live by the healthy principles of the brand, to authentically bring the campaign platform to life.
Known for her body confidence and fun-loving attitude, UK soap star Jennifer Metcalfe was carefully selected as the ideal ambassador – bringing with her a wealth of health, fitness and nutritional expertise and a genuine passion for healthy living, whilst also being ‘real’.
We orchestrated a two day photo and video shoot to generate a year’s worth of branded assets for media and online amplification, releasing the first lot of shots to the national picture desks to break the story. Editorial coverage landed in key mainstream media titles, including the mailonline.co.uk and mirror.co.uk. This was followed by a targeted press junket day, delivering back-to-back bespoke interviews with all the UK’s most read celebrity titles, in which Jennifer revealed her healthy body and lifestyle secrets for managing her weight effectively – successfully leveraging all the campaign’s key messages and endorsing the 5:2 plan. Forthcoming coverage is already locked in with the likes of Reveal, Closer, Heat and New!
The integrated campaign, celebrating body confidence, will run for 12 months in-store and across PR, social and digital.
For further information follow the campaign on:
Facebook: www.facebook.com/lighterlifefast
Twitter: @lighterlifefast
Instagram: lighterlife
