Grapevine recently worked with five:am to launch the new range of paper-based yoghurt tubs, aligning the campaign with the growing focus on sustainability and conscious living. The goal was clear: to create an innovative, engaging campaign that not only generated buzz around the new product packaging but also showcased the premium quality and delicious taste of five:am Organic yoghurt.
The campaign kicked off with a high-end event at a stunning Sydney residence, where influencers were invited to participate in wellness activities. Guests experienced a Pilates session followed by a wholesome breakfast featuring five:am Organic yoghurt. The event was complimented by an environmental chat led by Britt Hockley, ensuring attendees felt immersed in the brand’s sustainability ethos while experiencing the product firsthand.
To maximise the reach, we implemented a curated influencer gifting program. More than 55 influencers across health, wellness, cooking and lifestyle niches received five:am breakfast kits, generating authentic, high-quality content. With 117 influencers reached, this resulted in 977,133 social media impressions and positive brand endorsements, driving significant engagement and awarenes of the paper-based tubs.
Our comprehensive social media strategy extended across Instagram, Facebook, and the newly launched TikTok account. By leveraging organic influencer content, new video assets, and user-generated posts, the brand’s presence was enhanced, especially on TikTok, where creative reels targeted a younger demographic. The campaign’s Instagram post reach increased by 93.2%, and Facebook engagement soared by 870%, reflecting the campaign’s success in capturing consumer attention.
Impressive Advertising Results
The campaign also included a targeted digital advertising component, ensuring the message reached a broad audience. Ads for the new paper-based tubs garnered significant traction, with individual pieces of content such as yoghurt bowl reels and influencer posts reaching millions of impressions. One standout example was the viral Yoghurt Bark reel, which achieved 650k reach and 1M impressions.
Overall, the campaign secured 12.5M impressions through advertising, and boosted posts saw a reach of 752k to 1.2M impressions.
Results Overview
Conclusion
Through a strategic mix of influencer partnerships, social media management, event activation and targeted advertising, the five:am Organic campaign successfully highlighted the brand’s innovation and commitment to sustainability. The results speak for themselves — securing almost 15M impressions, boosting engagement and positioning five:am as a leader in organic and sustainable living.
Grapevine’s work on this campaign worked to amplify five:am’s brand message and delivered measurable success, setting a new standard for integrated campaigns in the health and wellness sector.
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