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Walnuts in the meat aisle? Absolutely. @whitworth

Walnuts in the meat aisle? Absolutely.

@whitworthsuk has officially entered the plant-based space with Nutty Kitchen, bringing walnut-based mince into the mainstream.

For a launch like this, safe media planning was never going to cut it. We built a strategy focused on calculated bravery, smart data, and getting Nutty Kitchen straight into Tesco trolleys.

On ITVX, we’re tapping into Tesco shopper data to reach key category buyers, backed by ITV’s Backing Business fund to give launch week serious clout. Outdoors, we’ve strategically placed OOH right on Tesco’s doorstep to prime shoppers right as they head into store.

Across Meta and TikTok, we’re timing activity around key meal decisions for health and plant-focused audiences, working with Aduro to boost creator content that actually feels natural and credible. We’re also testing a new format, TikTok Pulse - placing Nutty Kitchen directly after the top 4% of trending Cooking and Baking content so it lands right in context, rather than interrupting it.

Smart planning. Serious bang for buck. Proper launch energy.

Look out for it on your next Tesco run!

Huge kudos to the team: Alicia Russell, Grace Chilcott, Yolandi De Villiers & Liz Sloan.

Who picked up a copy of The Metro today? Meg and I

Who picked up a copy of The Metro today? Meg and Imani did!

We thought we would stir things up for @johnwestuk , creating a recipe for success with a brilliant partnership with Mail Metro Media. We’ve kicked off with a double-page spread across pages 2 and 3, plus a front-page strip, celebrating the launch of the new series of Celebrity Traitors tonight and the new John West Stir & Serve range.

John West are ready to be the ultimate faithfuls of the mid-week meal, and will be tapping into the excitement, conversation and TREACHERY that we can expect from the nation’s hottest show.

Now, who’s going to try one of the new recipes?

Read all about it, the latest Notorious News shoul

Read all about it, the latest Notorious News should be hitting your inboxes soon!

This month we’re covering the Future Of Media Manchester event, some exciting changes to Google’s Performance Max campaign type, as well as showcasing some brilliant work done with Student Roost.

Let us know if you’d like to be added to the mailing list, and we’ll make it happen.

Who caught Nik at The Future of Media Manchester y

Who caught Nik at The Future of Media Manchester yesterday?

Nik, joined by the indomitable Caroline Cockell of @studentroostuk and big-big-big-brain Andrew Jerina of Flume Research, talked through their major research on Gen Alpha and how it completely transformed Student Roost’s media, comms plan, results and - most importantly - appeal to students.

It was ace to see so many of you there - if you managed to get an (extremely rare) seat in the auditorium, let us know your thoughts.

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