Student Cook of the Year

Brief

To appeal to younger consumers, engage media opinion formers and align LoSalt with cooking cheap, healthy and exciting meals.

Consumer insight

30% of students can’t boil an egg – we wanted to encourage and celebrate students who love to cook.

Idea

Student Cook of the Year. We conducted research amongst 500 students and launched a unique award scheme with the support of the Guild of Food Writers. We secured a prestigious foodie judging panel and awarded one student the prize. A supporting media relations campaign ensure extensive branded coverage and awareness.

Results

62 items of branded coverage – double our target. Audience reach of 3,500,000.