FAGE

FAGE’s objective was pure brand awareness across the UK, with Meta as the core channel. I executed a Reach & Frequency strategy designed to efficiently hit 80% of the UK population; the optimal threshold before diminishing returns would drive reach inefficiency and inflate CPMs. Careful pacing and audience planning ensured the campaign delivered broad, cost-efficient coverage without oversaturation.

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Creative played a central role in the approach. We used recipe-led assets to inspire usage occasions and build product relevance, helping FAGE stand out within a crowded FMCG landscape while reinforcing memory structures across mass audiences.