We created a two-minute film starring comedian Bill Bailey educating school children about the farm in order to resonate with reach our target audience (marketing managers and their communications agencies). We created a targeted campaign to reach the most relevant audience. 115 copies of our two-minute film, accompanied by a basket of farm-fresh vegetables were delivered to our top 35 prospective brand partners and their agencies. Simultaneously, we targeted online farming, food and mummy bloggers, as well as Bill Bailey fans via Bill Bailey’s online media: @RealBillBailey and the Bill Bailey Facebook page, in order to seed the film virally.

Bill Bailey tweeted the film to his 228,000 followers and posted it on his Facebook and website. The campaign featured across marketing and farming trade press, it was shared on blogs, re-tweeted and the YouTube video has had over 11,500 views, despite no other advertising except our DM campaign. Sainsbury’s, Jordan’s & Ryvita, Cereal Partners and Marks & Spencer have all expressed their interest in partnering with FACE. Overall FACE now receives far greater recognition: there was a four-fold increase in traffic to its website immediately after launch, and now it consistently receives two and a half times more visitors.