Launching Dina Foods’ new Tasty Goodness® range
The Background
In August 2020, established Mediterranean foods supplier Dina Foods launched its new Tasty Goodness® range. The three flatbread varieties: seeded, sourdough, and plain mini flatbreads are made using 50/50 wholemeal and white flour.
The seeded option features a variety of wholesome seeds, including sunflower, pumpkin, linseed and quinoa, offering a good source of vitamins for energy and vitality. Meanwhile, the sourdough option is naturally fermented for easy digestion.
Made with bespoke equipment in the Dina Foods factory, the seeded and sourdough variants are sold in packs of six mini-flatbreads. Completing the line-up, is the Demi Pain, which is sold in a pack of eight pieces. The shelf-life for all three breads is 45 days.
The Objectives
The objective of the campaign was to gain interest in the product launch across relevant media to raise awareness with retailers and those interested in bakery innovation. The Tasty Goodness® range follows a long tradition of exciting launches from Dina Foods, which launched the first Lebanese flatbread in the UK over two decades ago.
The key objective was to promote key messages including:
• Health
• Convenience
• Innovation
• A good source of vitamins for energy and vitality
• Easy digestion
The Strategy
To demonstrate that Dina Foods is a well-established privately-owned family business which has been sharing its food-to-go expertise for over 28 years and is constantly innovating to create unique high-quality products with a twist.
The campaign included tried and tested marketing and PR techniques such as press releases and features with selected media.
The target audience included specific digital and print media.
SHC maintains a bespoke media list across key sectors.
A press release was sent and coverage was received in the following media:
bakeryproduction.co.uk; foodingredientsfirst.com; bakeryinfo.co.uk; worldbakers.com; and eat-drink-sleep.com.
In addition, the Tasty Goodness® range was featured in the following print and digital publications:
Onboard Hospitality; and International Sandwich & Food to Go News.
The Results
The campaign ran from August 2020 to December 2020
The Dina Foods Tasty Goodness® range story appeared on five industry specific websites and in two magazines, with a total reach of over 51,700 (offline reach: 22,800; and online reach: 28,900). The coverage resulted in 46 brand mentions and 6 shares on social media. The tone was entirely positive and the domain authority ranking for the online coverage was fair to good.
The campaign resulted in the Dina Foods Tasty Goodness® range being listed in Booths, which has nearly 30 retail outlets across the North West.
"SHC has been instrumental in putting together a comprehensive launch for our latest product range, Tasty Goodness®, working expertly to get it off to the best start.”
Wilda Haddad | Assistant General Manager & Project Director | Dina Foods
