Summary: We transformed the image of Grabits chicken sticks from ‘white van man’ grub to the ultimate low-fat, naturally healthy, hand-held on-the-go snack.
Our team did this by creating and delivering an integrated campaign of website development, social media and public relations.
Tell me more
Grabits chicken sticks are the ultimate low-fat, naturally healthy hand-held snack that are convenient to eat on-the-go. Made from 100% whole pieces of chicken and hand marinated in a range of three flavours.
Grabits, was seen as the ‘white van man’s’ snack, mainly due to it being primarily available in service stations. The brand wanted to reposition itself as a healthy on-the go snack and in turn increase brand awareness and drive sales.
The Pelican approach
We designed and built a consumer website for Grabits, as well as social media pages for Facebook, Twitter and Instagram. We identified a key audience in followers of the Slimming World diet, as the Grabits sticks are ‘syn free’. We then populated these online platforms with a range of content that would be engaging and useful to this audience including blogs, eCards, serving suggestions, ‘swap and save’ ideas as well as sharing user based content. We ran regular competitions to win the Grabits range and engaged with the community through sharing user-produced content and getting involved in relevant conversations.
We then used a mix of traditional and digital tactics to get our key messages out to the media and our target audience. We launched a media relations campaign to target key women’s and health titles, allowing them to trial the product and see its quality, while focusing on its health qualities. We also targeted a number of local and national radio shows with a bespoke gift package of Grabits samples, encouraging them to try the product and mention it on air or social media.
Since launching the Grabits website and social media platforms have attracted thousands of followers. Extensive media coverage has been generated in key trade titles such as The Grocer, positioning Grabits as the authoritative voice on meat snacking, while consumer coverage was generated in key national titles and health and fitness titles such as The Sunday Mirror, The Daily Mail, Daily Star Sunday, Pick Me Up, Healthy Diet, Woman: Diet Special and online parenting site My Baba, creating almost two million opportunities to see.
Pelican Communications is a specialist in the environment & CSR, food, packaging & logistics and trade association sectors and offers a range of services such as strategy, design, content creation, public relations and people development.
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