Who:  Smart-Pig.com

What: Competition to win £50 of Tesco vouchers

Why: To drive traffic to the Smart-Pig site, raise engagement, awareness of and traction with the brand, and further reinforce Smart-Pig’s position as a friendly, accessible authority on student life.

How:  Positioning the prize as a week of eating free for a week, and broadening the article to include advice on economical cooking from sources like food bloggers, magazines and supermarket websites.  Shared across social media platforms.

The Smart-Pig tone of voice is informal and humorous whilst maintaining authority.  It speaks from a position of experience while acknowledging the realities of being a student and does not seek to chide or criticise, but to offer practical (if sometimes tongue-in-cheek) advice.  Go to article