21 January 2019
Every year, there’s a clamour to stand out in the FMCG sector with new product launches. This can involve months of intensive planning, multiple agencies and vast ATL budgets with mixed results. That’s not how W went about creating The Grocer’s Best Launch of 2018.
To mark the comeback of Pot Rice after a 15 year hiatus, W jumped on one of the most talked-about topics of the summer (which wasn’t Brexit) to create a digital ad starring Love Island contestant Alexandra Cane. Turned around in a matter of days on a PR budget, Alex Finds Her Mr Rice generated over 2.2m organic views, made national news headlines and The Grocer’s award for both Ad of the Week and Best 2018 Launch.
During the course of the show, Alexandra Cane had declared her love of Pot Noodle. In fact, she said she’d rather cuddle up with a Pot Noodle than a man following a string of disappointments in her search for Mr Right.
When Alexandra left the show the W team sent her a Pot Noodle welcome back pack. It consisted of the full product range, plus a custom-made Pot Noodle branded white bikini (cost: £30). To our delight Alex posted six images of herself in the bikini to the 1.2m followers on her Instagram feed, which was then covered by Mail Online.
Making the most of the opportunity, and with Alex fresh out of the Love Island villa, we decided to take the relationship further. We know Alex loves Pot Noodle, but what about if we recoupled her with Pot Rice?
Within a week the Talent and Brand team at W had scripted, shot and activated Alex Meets Her Mr Rice. With zero budget for media spend, our approach had to be ‘earned first’. So we premiered the video on Alex’s Instagram feed, built profile through influencer partnerships and pushed the content through earned PR and social media channels.
The video clocked up an impressive 500,000 views in the first couple of hours and was quickly covered by media hungry for Love Island news with coverage in the likes of The Sun, The Daily Star, Mail Online and Grazia.