Spider was appointed to support the launch of Le Creuset's new Bamboo Green products. The team quickly came up with a 'grow your own' strategy which encouraged customers to grow their own fruit and vegetables resulting in more home-made cooking. We knew this would generate organic user generated content to showcase the products in action.
We headed up an army of micro influencers and secured sustainable Chef and TV presenter James Strawbridge as the brand ambassador. James became a leading authority on all things grow your own under the #LeCreusetGarden.
The influencers created recipes including ingredients that James has most recently planted giving the theme of #LeCreusetGarden a cohesive feel. The influencers then created posts to include the new Bamboo colour, along with the stainless steel and three-ply products.
We received a huge social reach which resulted in direct sales of the core products.