Bauer City Network and Healthier Scotland are on a quest to help Scotland’s families be healthier through digital engagement, encouraging listeners to share their recipes and top tips on eating better and living well online.
Marketing Campaign Objectives
- Promote and increase awareness of healthy eating across multiple channels
- Gather consumer ideas and content to produce a digital cookbook
- Encourage sign-ups and collect valuable audience data
Data Capture Solution
Eat Better Feel Better is a healthy lifestyle campaign run by Healthier Scotland, who have come together with Bauer City Network to promote their latest food recipes in an interactive way on the Wayin platform.
The campaign is run across seven different radio stations in Scotland, with listeners being encouraged to get involved and share their quick, simple and low cost meals for all the family. The digital campaign is part of a wider program, promoting across all the stations, with some on-air mentions, to drive fans to the website. Upon entry, cooks are asked to input personal details, allowing Bauer City Network to obtain valuable audience data that can be applied to future marketing promotions.
Entrants are also asked to share their hard earned tips to get kids eating healthily, with all the content including the recipes being pulled together in a digital cookbook. Fans can also upload a picture of their food, their family or both to show how well their meal is going down. The top tip or favorite recipe will win a £50 food voucher from The Co-Operative Food. So, not only are entrants supporting a good cause, but with the prize on offer there’s every reason to get involved.
The campaign is run alongside the Eat Better Feel Better website, which already has some quick, easy and low cost recipes on offer for followers. The website is focused on educating the public about what they are eating, to help tackle health issues before they arise.
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