THE ASK
Prime Time wanted to show up in a meaningful/impactful way at a time of year that is typically ignored by other alcohol brands. Prime Time offer a low low-calorie beer alternative which, when paired with the perfect low calorie meal, can create the perfect balanced diet!
THE APPROACH
Martyn Odell aka the Lagom Chef partnered up with some of the Prime Time ambassadors, including Henry Slade, Julia Pollard, Triston Phipps and Tom Trotter to launch the Low Cal Cook Off. Each ambassador tasked Martin with recreating their favourite cheat meal as a low-calorie alternative! All of course served with a classic Prime Time beer.
THE RESULT
We drove over 3 million impressions across the duration of the campaign. A key focus was placed on YouTube / long-form viewing, whereby we achieved over 400,000 Truplay views. The branded entertainment series delivered an average watch time of over 5 minutes, 20 seconds.
400,000
Truplay views
5min
32 secs
Average watch time
3M
Impressions