Pan Euro Foods is a prominent Irish food manufacturer launching its Diggers Foods Frozen Chicken range into more than 600 UK Tesco stores — a major distribution win, but with no existing UK brand recognition in a fiercely competitive category. Shelf presence alone wasn’t going to drive trial.
We ran a large-scale campaign across March and April, engaging 200 influencers spanning mums, dads and foodies. Creators were given Tesco vouchers to buy Diggers products in their local store, documenting the in-store discovery journey and producing recipe content, with incentives structured to reward repeat visits. The campaign tapped a combined following of 7,874,979 and drove 43,322 engagements.
Authentic, in-store shopper moments gave the Diggers launch the peer-to-peer social proof that paid media alone couldn’t replicate.
