XPO executes social campaign via Coles instore execution
XPO Brands has unveiled a pro-bono project for client the Thankyou Group, to be executed via Coles supermarket.
The execution has been designed by XPO
The campaign encourages instore sampling of Thankyou’s muesli products. It will run for three weeks in Coles Supermarkets in Sydney and Melbourne, supported by a social media campaign created by XPO Brands.
"XPO is a big follower of the Thankyou cause. When we heard this social enterprise had been successful in securing Thankyou product ranging in Coles and Woolworths, we wanted to help them put energy behind the brand and build advocacy,” said Sally Tobin, managing director, XPO Brands.
“Every packet of Thankyou product purchased, results in one week's supply of immediate food relief in emergency situations. It's about making a change for good."
XPO has executed a social campaign utilising the #makeachangeforgood hashtag.
"We decided to take a different approach with our sampling campaign idea. Having secured this partnership, we felt it important to drive the cause forwards,” said Alisha Byrne, XPO Brands, client services director.
“Both these brands have a massive social following, so we're leveraging strong social strategies to extend the products' reach."
The campaign has been joined by MasterChef alumnus Callum Hann who will appear in person at selected Coles supermarkets.