The new Taste Inc. campaign - out there in #90seconds

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Taste Inc. is launching an all-out assault on the microwaveable food market, with an integrated ‘Do something good in #90seconds’ campaign via Facebook and Twitter, targeted video content on YouTube, and poster sites and sampling stands outside Morrisons.

We’re raising the bar for microwave food while lowering calorie intake.

For lovers of the quick lunch, the easy meal and the midnight feast, the message is that fast food can - and should always be - good food.

With the Taste Inc. range it’s literally a case of ‘open, heat and eat’, with a selection of subs, sandwiches, burgers and baguettes ready in just 90 seconds. And while they’re waiting to taste something good, Taste Inc. is encouraging people to do something good, too.

The new campaign launches with concurrent Facebook and Twitter competitions, giving entrants a chance to win an Xbox One and sportswear, ranging from trainers to hoodies. People will be asked to share their ideas via social media and then upload pictures and videos, showing themselves doing something good in a 90 second timeframe.

This activity will be supported by three YouTube videos featuring people doing good things, from a Mum going to extraordinary lengths to get her slovenly, bed-loving son to a lecture, to a long-suffering spouse performing an instant makeover on her hirsute hubby.

To further enhance consumer talkability, this will all be supported by special sampling stands outside Morrisons stores across the UK, giving people a chance to enjoy good food fast - and free.

Taste Inc. aims to be the saviour of the hungry - people who live their lives at 100mph but still deserve something delicious. The message being that even though they may not be time rich, they can still enjoy something truly tasty.

As Ruth Entwistle, Brand Manager from Taste Inc. says, “We’re on a mission to communicate that it is possible to have good food fast. For instance, we only use whole chicken breast in all our chicken subs, sandwiches and baguettes. So we’re raising the bar for microwave food while lowering calorie intake - all the products in the range contain fewer than 500 calories.”

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Patrick Macnamara
since: 01/2013
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