So we filmed a real shop, not an advert.
Organic, UGC-style content and creators, for the Food Warehouse launch.
The numbers behind the impact
Reach from seven organic pieces across Instagram and TikTok
Engagements
More reach from four influencer pieces
It sold so well that the group's main brand took it on too
Chopstix launched its frozen ready meals in Food Warehouse stores across the UK, part of the Iceland group, and the job was to make some noise and build social proof for a range people hadn't tried yet.
The temptation with a retail launch is to over-produce it, but polish reads as an advert, and people scroll past adverts. So we filmed the honest version: a trip to the shop, straight to the freezer aisle, the whole range in the basket, then home to cook it, the way a real customer would.
Seven pieces across Instagram and TikTok reached 640.9k with more than 23.8k engagements. Then creators took it further, with four influencer pieces reaching another 692k. Trade titles including The Grocer, Asian Trader and KamCity covered the launch.
It sold so well that Iceland, the group's main brand, took the range on too.
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