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We know that people are searching online for lactose free solutions but they don’t know where to find them. Sentiment online regarding lactose free is overwhelmingly negative, with the spikes in conversation tending to be a ‘reaction’. For example; tweets around problems finding lactose free food at Christmas.
 

Tesco’s Lactose free range provides all the taste and nutritional benefits of real dairy with none of the lactose, and includes a wide range of products that can help create dishes that would otherwise be off limits to those with a lactose intolerance – the range includes mozzarella, mascarpone, crème fraiche and yogurt.
 

To provide mass awareness for Tesco’s Lactose Free range and provide trusted recommendations to those avoiding lactose in their diet, Tesco wanted to team up with a selection of influencers to trial the products in cooking situations and curate and share posts about them on their social channels. This is of course where we come in!
 

Splendid Communications reached out to us on behalf of their client Tesco and tasked us with booking 3 influencers who are leading a lactose free diet or that could give a trusted recommendation to their lactose free audience!
 

THE BRIEF:
 

Team up with influencers to build awareness of the vast Lactose Free range and drive advocacy for the Tesco Lactose Free range:
 

•  Partner with 3 x celebrity influencers and send them a selection of the products to promote on their social channels
 

•  Get influencers to trial the products in cooking situations and curate and share posts about them on their social channels
 

OBJECTIVE:
 

The primary role of influencer outreach for this project is twofold; provide mass awareness and advocacy for Tesco’s Lactose Free range and provide trusted recommendations to those avoiding lactose in their diet.
 

•  The outputs must include imagery of the Tesco Lactose Free from products in a cooking scenario, and be positive in sentiment
 

•  Content must solve a meal time, lactose free challenge i.e. creating a delicious breakfast, cooking lactose free for a week
 

THE RESULT:
 

We teamed up with 3 fabulous influencers including, Lucy Mecklenburgh, Faya Nilsson (Fitness on Toast) and Healthy Chef Steph which resulted in:
 

3 pieces of video content

10 social posts

34.2k social engagements

TESCO LACTOSE FREE RANGE

2 October 2017