Dolmio believes in the importance of family connection and the power of mealtimes to bring families together around the table. Dolmio knows that good things happen when we come together but our busy lives make it hard to do this as often as we would like.
Dolmio wanted to continue their mission to get Irish families to connect around the dinner table more often.
We wanted to create credibility for Dolmio to have a presence where most brands don’t – the family dinner table.
Dolmio created an emotive campaign platform, Mealtime Memories, to resonate with families heroing the special place mealtimes have in key family moments and the role mealtimes play in family bonding. The campaign ran in two phases.
Firstly, we began by setting the context for the campaign conducting research on the barriers and benefits to having regular meals around the dinner table as a family. We discovered that while Irish parents spend more time on household chores than sitting at the table for dinner together, eight in ten parents believe that eating dinner as a family has long lasting benefits for their child’s development. The research generated earned media and conversation in social media. Family expert, Child & Adolescent Psychotherapist, John Sharry added context to the research offering personal insight alongside practical tips and advice to parents.
We then partnered with well-known Irish families: Keith Duffy and his mum Patricia, Daniella Moyles and her mum Pauline, and James Kavanagh and his mum Margaret. They each shared their memories about what family dinners meant to them and the role they continue to play in their lives.
The stories were captured as part of the Mealtimes Memories video series and led to the families being featured widely in earned media. The video series was shared on social and many people engaged with the families’ stories, sharing their own family memories and mealtime traditions.
The campaign results were positive achieving a reach of 12.9m with 34 pieces of media coverage including; one TV; 14 national print articles; five pieces of broadcast coverage, including prime time national radio shows – Ray D’Arcy on RTE and Eoghan McDermott on RTE 2; and high reach online coverage in independent.ie, the Irish Sun, the Irish Mirror, Mummypages.ie, Evoke.ie and Magicmum.ie.
We aimed to reach media with a strong readership amongst parents and did so successfully. Most importantly earned media coverage delivered Dolmio’s key messages around the importance of family dinnertimes and the good things that happen when families come together around the table. 85% of coverage delivered these two key brand messages.
The campaign started a highly engaged social conversation on the Dolmio social channels, the video series garnered a total reach of 5.7m and had over 450k engagements.
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