Organic baby food brand, Plum, is launching a series of weaning videos on YouTube along with a Facebook app this week to promote its Cookery School and raise sales of its pouches and pots.
In a campaign devised by Leeds-based Finn PR, five mums were invited to attend the Plum Cookery School designed to reveal some of the secrets behind Plum’s recipes and support parents through the weaning process with classes and advice from Plum professionals.
The cookery school was hosted in Buckinghamshire, by celebrity chef, Rachel Allan, and child food and weaning expert, Beverley Glock; during their time at the school the mums became stars of a unique series of four YouTube videos - one for each stage of the weaning process.
Marketing director at Plum, Nigel White, commented: “Whilst we couldn’t invite every weaning mum to the event, through the videos we can ensure that all parents can take advantage of our experts’ advice thanks to the content on our You Tube channel.”
In conjunction with the videos, Plum is also launching a Facebook app and targeted coupon campaign to drive sales of Plum product. The coupon campaign begins with 10,000 coupons for free stage one and two pouches, with a view to extending this to include the whole product range by the autumn.
White added: “The videos contain a call to action to log onto the Facebook page to download the free coupon. We hope that the activity will not only drive sales, but also lock in new consumers to the brand via our successful social media platforms.”