Case Study: Belling achieves award-winning PR reach with Umpf's Superhero Recipes campaign

Belling drives 1.5m impressions with Umpf's award-winning superhero recipe campaign

Umpf created an award-winning PR campaign for kitchen appliance brand Belling, designed to engage families during the lockdown period. The challenge was to create a useful and appealing tool that would resonate with Belling's target audience of young families.

Umpf's solution involved commissioning research into superheroes' on-screen eating habits and producing a "Superhero Recipes for your Little Heroes" recipe book with a healthy twist. The campaign was launched on National Superhero Day with a media story, social content, and influencer partnerships. The results for Belling included driving tens of thousands of people to its website, requiring an extra print run to meet demand. Umpf's campaign generated 39 pieces of coverage, over 1.5 million impressions, and a 3.5% social engagement rate.

Belling