Immediate Media, owner and publisher of BBC Good Food, has announced a playful, disruptive campaign inspiring foodies of all abilities, backgrounds and circumstances to hold a Macmillan Coffee Morning in a way that’s right for them.
No doilies, cake stands or silverware are in sight in the multi-platform campaign, added the publisher. This year Macmillan Cancer Support are asking people to come together with a simple idea, Let’s do Coffee, and Immediate are driving their audiences to find out about Macmillan Coffee Morning and sign up to host their own event.
Immediate Media says it features a bespoke campaign hub with recipes and video content including young women footballers enjoying focaccia after the football, allotment gardeners getting together over gallettes and a choir enjoying cardamom cookies.
The partnership sits across Immediate’s food portfolio on BBC Good Food, olive, delicious. It also features content on RadioTimes, BBC Gardeners’ World and MadeForMums, including print advertorials, podcast sponsorship, newsletter and social media content. Display ads will further amplify the content. It is expected to reach a total audience of 8.7 million, continued the publisher.
Immediate’s content studio, Imagine, has overseen the creative development and execution of the campaign, including video content and imagery.
According to Jo Harmer, senior partnerships manager from Immediate: “We’re thrilled to be partnering with Macmillan Cancer Support on this important campaign, disrupting the traditional view of a Coffee Morning. Immediate has a strong and engaged audience of women 35+ which is Macmillan’s target audience. The trust they have in brands like Good Food is second to none, which makes it the perfect home for this campaign. With these inspirational, yet achievable recipes, we want to show people that they don’t need to be the next Mary Berry or hire the local village hall to host a Macmillan Coffee Morning.”
According to Claire Spencer, marketing manager, Macmillan: “Coffee Morning is a great way to raise money and help us continue doing whatever it takes to provide vital support to people living with cancer. We know that Macmillan Coffee Mornings are a wonderful way to get together with friends, family, colleagues, neighbours, and your local community, to raise money for a good cause, and have some fun too! With their engaged and relevant audience of trusted brands, Immediate is the perfect partner to show people Coffee Mornings can happen wherever, and however people choose, from a football pitch to choir practice.”
The publisher says the campaign will run until the end of September 2023.
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