Merchant Gourmet briefed spider to raise awarenss for its range of pulses and grains, with a particular focus on Puy lentils. As one of the leading merchandisers of Puy lentils, we soon learnt the importance of increasing consumption for the category as a whole and not just the brand.
With many consumers in the dark on how easily they can be incorporated into their daily diet, Spider proposed the idea of hosting a trip to Le Puy-en-Velay, the home of the Puy lentil.
Inviting key press and influencers on an authentic ‘Field to Fork’ journey that showcased the heritage and provenance of the humble lentil, and gain an insight into the history and origin of the Puy lentil.
Since July 2019, Spider has achieved over 50 pieces of coverage and a reach of over 29 million (29,255,000)