Gruffalo & Friends X Team GB
OVERVIEW
We are Family were appointed by Magic Light Pictures to help support the Gruffalo & Friends x Team GB partnership by building and executing a PR campaign. The collaboration between Magic Light Pictures, Team GB, and ASDA culminated in a sport-themed campaign that featured a line of kids clothing and apparel, downloadable activity sheets, and a series of short videos illustrating how kids can keep active during a summer of sport.
Our Client
Magic Light Pictures is an Oscar nominated, and BAFTA winning British independent film and production company responsible for developing the wonderful Gruffalo brand for over 10 years.
The Task
We are Family was tasked to generate awareness of the campaign in the lead-up to the summer holidays (and around school sports days) to enable teachers, parents, and caregivers to download the activity packs, support clothing and accessories sales, and promote cross-brand synergy and alignment.
Our Solution
We worked with Magic Light Pictures to drive consumers to the Gruffaloevent.com microsite. This would act as a hub where the assets, product links, messaging, and components of the campaign would be housed; offering a one-stop-shop that teachers, parents, and caregivers can visit.
Our Influencer/social team, sought out potential sporting campaign ambassadors – liaising with multiple agencies to ascertain the most appropriate fit for the brands involved. We managed to secure the legendary Olympian Dame Laura Kenny to act as our spokesperson,
Once secured, our PR team pitched and secured Interviews for Dame Laura Kenny across several high-profile broadcast, radio, and online and offline consumer facing publications. Finally, we fully briefed both Dame Laura Kenny and the media on the project, the products, and the objectives to ensure we get the right message out there.
Results
With the support we got from Dame Laura, we managed to secure a swath of coverage for the Gruffalo x Team GB campaign. From trade magazines to radio and even TV, the nation wide campaign drove awareness of the products as well as made sure Gruffalo remains top of mind for the country's parents.
Trade / industry-facing coverage
· Licensing Global - Magic Light Pictures, Team GB Launch Campaign and Apparel Line
· Licensing.biz - The Gruffalo gets active with Team GB
· Total Licensing - MAGIC LIGHT ANNOUNCES GRUFFALO AND FRIENDS X TEAM GB
· Progressive Preschool - The Gruffalo gets active with Team GB
Broadcast Coverage w/Dame Laura Kenny
· BBC Radio 5 Live
· BBC Radio Leicester
· ITN Channel 5 News
Online / Print coverage w/Dame Laura Kenny
· The Express (print)
· The Big Issue (print)
· The Big Issue (online)
· Net Mums (online)
Client Testimonial
“We are Family really understood our brief and took time to understand the various challenges and intricacies of our campaign. They secured an amazing ambassador in Laura Kenny and briefed her well. They secured excellent interviews and outstripped our initial target for media reach by 4 times. They were open about the challenges and great team players who really acted like an extension of our team.”
– Alex Sanson, Senior Brand Manager