Lamb Weston
Objectives
When Lamb Weston entered the UK retail market, the goal wasn’t just awareness.
It was also positioning. The brand wanted to establish itself as the fun, bold challenger in a category dominated by household names and to do it in a way that felt modern, social-first and creator-powered.
To build brand awareness and drive product consideration for Lamb Weston’s UK retail launch through influencer gifting.
The brand needed to:
- Introduce itself to UK shoppers
- Differentiate from established competitors
- Show versatility across everyday meal occasions
- Inspire real-life usage, from family dinners to BBQs
Strategy
We activated 100 creators across Instagram and TikTok, selecting profiles across family, home, lifestyle and foodie niches to maximise relatability and reach.
Rather than dictating a single message, we focused on encouraging creators to showcase Lamb Weston as the go-to chip for every occasion.
Featured products included:
- Seasoned Twister Fries
- Seasoned Ziggy Fries
- Salt & Pepper Grill Fries
- Thick Cut Pub Chips
We saw a range of different content direction including:
- At-home BBQs
- Friday night fakeaways
- Family dinners
- Al fresco hosting moments
- Easy recipe inspiration
Outcome
Chips are a less flexible product category meaning there’s a risk of repetitive content. So we elevated the campaign experience.
Each creator box included:
- The product
- A £10 supermarket voucher
- Custom Lamb Weston branded merchandise
This approach delivered three strategic benefits:
- Greater content variety- The supermarket voucher enabled creators to build full meal moments, increasing recipe diversity and storytelling potential.
- Elevated visual content- Custom merch (everyday-use items) helped enhance the visual aesthetic of posts, making content more distinctive and shareable.
- Stronger brand recall- For a newer-to-market brand, branded items supported repetition and familiarity within homes, reinforcing recognition beyond a single post.
The result? Higher post rates and more visually engaging content across feeds.
Content credits to:
