Case Study:
Alliance Online

For this campaign we called on the client’s food and beverage expertise to highlight some simply advice – 9 key foods that should be stored in the fridge but usually aren’t! – offering a strong human-interest angle and also good clickbait in terms of a genuine interest angle to understand which foods should and shouldn’t be stored in the fridge.

To add to this and to tie it in with the cost of living, we calculated how much money could be wasted if food has to be thrown away due to not being stored correctly – and it came in at around £340 – in addition to highlighting that storing these foods correctly can help them last for longer which can also save money and reduce waste.

Foods that our expert discussed included standard condiments such as ketchup and mayonnaise, citrus fruits, opened red wine, butter, apples, eggs and jams – and even went so far as to discuss where in the fridge they are best stored for optimum results!

We took several different angles with this campaign and also included a newsjacking hook – tying the content into recent heatwaves to discuss the importance of storing foods in the fridge if the temperatures are particularly hot – with great results.