New Product Development

The challenge

Position Amazon as the go-to Christmas food shopping destination, while also shining a light on their support of small suppliers.

How we did it

Our strategic social media analysis yielded the insight that we could build an engaging, shareable campaign by connecting existing conversations about Christmas favorites with wider cultural topics, including veganism and the British obsession with condiments. That strategic approach led us to conceive, create, and launch the world’s first Brussels Sprout Ketchup. The ketchup was created in partnership with Sauce Shop and sold exclusively on Amazon.co.uk. The campaign highlighted Amazon’s support of small businesses and “buying local,” while positioning Amazon as a premium site for Christmas food shopping.

Results

The limited-edition Brussels Sprout Ketchup became the best-selling ketchup on Amazon.co.uk within 24 hours. The campaign secured more than 300 pieces of coverage, including The Daily Mail, The Sunday Times, and The Evening Standard. There were 75 broadcast hits, including BBC Breakfast, This Morning and The Zoe Ball Breakfast Show. The ketchup featured in over 600 social posts; notable accounts included Dan Walker, (593,016) and Alison Hammond (278,399). The owned channel reach for the campaign was more than 2 million. The announcement on the Amazon.co.uk Facebook page was the most successful post of 2019.