How we did it

We wanted to create a useful tool for our target audience of young families during the lockdown period – we know that cooking and baking is a popular family activity, and that the superhero theme would have longevity.

To provide background, we commissioned a professor in film studies to analyse 43 popular superhero films. We found that superheroes are often portrayed eating junk food – not ideal as role models, so we created recipes based on the findings, but with a healthier twist.

Umpf managed the design, illustration and layout of the book in-house.

We launched the book with a media story about the diets of superheroes and accompanying social content on National Superhero Day on 28th April. The book was available to download or order from the Belling website.

We launched the book, which was available to download or order from the Belling website, on National Superhero Day on 28th April, with a media story about the diets of superheroes taken from the earlier research. We also created a social content and promotion strategy to publicise the book on the Belling social media channels.

To extend the campaign, we created superhero themed activities including colouring sheets, matching games and cape design template. We also engaged four influencers to create family-friendly craft activities that could be done at home, tied to the Superhero Recipes book. Each blog post featured a link to the Belling website and brand key messages, as well as information about the campaign and book.

The results

The campaign drove tens of thousands of people to the Belling website – an extra print run was required to meet demand. During the campaign period, 9/10 of the top website traffic sources were attributed to coverage generated by Umpf. The campaign generated 39 pieces of coverage and combined campaign reach was over 1.5 million with a social engagement rate of over 3.5%.