A Summer of Sugo

Did you know it was possible to embrace the taste of Italian summertime this year without leaving Glasgow? That was all thanks to Sugo’s delicious summer marketing campaign designed to re-engage with devout pasta fanatics and introduce new fans to the brand.

The Summer of Sugo campaign ran for five weeks across July and August and used strong authentic messaging and creative across digital platforms and OOH placements to promote the summer sensation.

The concept was simple: pasta fans were invited to share their best ‘twirl’ photo, with one photo each week winning a £50 Sugo gift card. To encourage restaurant footfall, Big Think delivered strong campaign assets, with the results speaking for themselves.

On Meta, the campaign was launched with multiple creative variations, ultimately reaching over 113,000 unique users in the target area of Greater Glasgow and serving over 300,000 impressions.

In order to broaden the campaign reach we also used programmatic audience targeting, and custom segments across content and display partners, reaching a further number of users, with almost one million impressions. This helped share the message far and wide, and drive targeted traffic at a lower CPC.

We took activity offline too to make sure our message was unmissable, backing up digital activity with a strong out-of-home presence across key locations in Glasgow.

Paid activity went hand in hand with the client’s organic output too. Across the campaign, Sugo saw a 218% increase in social engagement on Instagram and a 99.4% increase on Facebook. Our pasta-tastic client also gained almost 1,000 Instagram too.

To ensure messaging was spread far and wide, we also worked with food influencers and content creators, generating 51 pieces of unique UGC content and gaining a reach of 97,000.

The 'Summer of Sugo' was  offered a tasty result for our client, with results extending far beyond the many forkfuls of pasta enjoyed.