Graze, the healthy snacking brand, has announced the launch of #Yummertime, a campaign promoting its new summer snack range. The integrated campaign, which will run in the UK and the US, was created in collaboration with social and content agency Lost Boys.
#Yummertime is Graze’s first ever social campaign, and marks the first time it has worked with a social agency. The initiative aims to raise awareness of Graze and to communicate that snacking can be both healthy and fun.
The campaign positions #Yummertime as “summertime…and then some”, with delicious and healthy #Yummertime snacks capturing all the excitement and positivity of the new season. It uses striking, attention-grabbing imagery inspired by pop art and high fashion.
The campaign includes social media, eCRM, on-pack, web and influencer activity.
To celebrate the start of #Yummertime, Graze and Lost Boys are launching a series of competitions. By posting fun fruit selfies or photos of the first signs of summer using the #Yummertime hashtag and @grazedotcom handle on Twitter or Instagram, social media users have the chance to win #Yummertime prizes.
As part of the initiative, Graze and Lost Boys will send key social media influencers bespoke #Yummertime Graze boxes, tailored to their tastes and interests. Using #Yummertime props, they will create and share unique content that brings #Yummertime to life.
Graze subscribers will receive in-pack props (such as strawberry sunglasses or banana smiles) to encourage them to create and share #Yummertime selfies.
Tom Newton, Head of Communications at Graze, said: “#Yummertime really does capture all the positivity and excitement of the beginning of summer. We’re excited to see how our audience engages with the campaign’s attention-grabbing imagery and quirky props.”
Gav Gordon-Rogers, Creative Partner at Lost Boys, said: “The onset of summer in the UK brings with it good vibes and unfettered positivity. People smile more, let their hair down and start to show each other their knees. We’re hoping that #Yummertime captures that spirit of positivity and encourages everyone to be yummy to one another.”