Since 2023, we're proud to be Benecol Ireland's local agency. Our work has been recognised by the global team which towards the end of 2024, has led to us coming on board as the Benecol UK's creative agency too.
It all started by placing the Benecol consumer at the heart of the content approach, we gave them a reason to care - about heart health, about making and implementing small, manageable changes and ultimately, about Benecol (as a support to help them achieve this).
We let the audience lead the direction for the content, building pillars that spoke to their needs, passions and requirements. We created the Heart of the Community campaign, asking our audience what they need for their community groups. We launched the Benecol BakeUp, asking them what they like to eat and cook. We’ve listened to them, which has allowed us to measure, create, and support, through bespoke content that connects
The visual approach was to keep the production level low for the majority of the content and to move away from feeling like an ad that people would scroll past quickly. The focus was always to try and provide something of value to the user whether it was a simple tip that would improve their everyday wellbeing, a recipe or a giveaway.
We created a clear and identifiable aesthetic and approach that people could get familiar with.
The results were in establishing a uniquely Irish approach that focused on communities in a supportive, reliable and trustworthy way. Ultimately, we aimed to build our own digital community for the Benecol consumer and potential consumer.
The social media content created for Benecol Ireland has been picked up by the other regional team across Europe as a benchmark for localising content. Giving an informal, un-intimidating feel to the subject matter has bridged the gap between the consumer and the brand. Creating a content mix that combines casual short-form videos with fresh, bright photography has been key.
We produced and directed shoots to supplement content alongside food photographer Jo Murphy. This content incorporated movement, using hands and bright, playful elements where possible, to show an active lifestyle lived to the fullest.
Penetration is up month-on-month and we have strong reason to believe that our localised, creative and innovative social strategy is absolutely instrumental in this. Good as Gold have taken the Benecol brand and generated heartfelt, human content and delivered it successfully to our Benecol audience.
