START UP & SME
CAMPAIGN
Thinking Hat was appointed as the strategic PR and Influencer agency partner for Deliveroo’s Cracker’s Cracking Hunger campaign for Christmas 2021. The campaign was part of Deliveroo’s wider charity initiative ‘Full Life’ and aimed to introduce a range of Christmas crackers to aid food waste charities FareShare and The Felix Project to provide crucial food supplies to families in need during Christmas. It was backed by Kojo Anim, a comedian who rose to fame on TV talent show Britain’s got Talent, writing the jokes found in each cracker.
THPR’s primary objective was to bring awareness to Deliveroo’s Full Life initiative and in 10 weeks the agency brought the campaign from pitch to live. Despite a COVID-saturated media landscape after the outbreak of the Omicron variant, the agency was able to deliver substantial media coverage across online and print outlets.
“This winter is going to be very difficult for millions of families and children struggling with cost of living increases and income challenges.” – Lindsay Boswell, CEO at Fareshare
RESULTS
- We achieved widespread national broadcast and print coverage with a total of 74 pieces with 60% of these featuring Deliveroo in prominent outlets such as Daily Mirror, The Sun, My London, The Week, and more. An overall readership of 226,418,300 was achieved across all online and print coverage.
- To amplify the campaign, we also engaged and coordinated specific micro and macro influencers collectively boasting a follower count of 1,953,850.
“What I love about this campaign is that it does more than just deliver a Christmas meal to someone in need – it brings the community to them.” Kojo Anim, Comedian
Thanks to strong collaborative teamwork from all parties under an extremely tight deadline, 6,450 meals were donated to households in need with £3,475 donated to the Full Life initiative through the Deliveroo app during the campaign’s timescale.