How we did it

Working with a home economist, we developed ten low-energy versions of popular recipes. Each was designed to reduce energy use and save money on ingredients, with figures calculated to show exactly how much was saved by switching from the traditional recipe.  

We created a free, downloadable recipe book to be hosted on the Belling website, including the recipes as well as tips to save money and reduce food waste.  

The book was promoted via press outreach and social media, with content highlighting key stats and recipes as well as energy-saving cooking advice – timely during the winter energy bill spike and cost-of-living crisis.  

To reach new audiences and give our campaign extra weight via trusted third parties, we also worked with three different content creators, each recreating a recipe of their choice from the book.  

The recipes and research will remain on the Belling website, providing evergreen owned content to be used in media outreach and across social channels.  

The results

The campaign secured 195 pieces of coverage, including features in 10 national titles such as Daily Mirror, Daily Express, and Metro, with a potential readership of 18m.  

Coverage also included two Belling-only double-page-spreads in national print magazines Chat and That’s Life, showcasing recipes from the book and both pointing readers to the Belling website for more.  

Owned social content relating to the campaign generated more than 2.8m impressions, and influencer content reaching an additional 38k.