Social Creative & Content Strategist

Project Type:

Campaign 

The Ask

Safefood wanted to support home cooks at Christmas by reminding them of the importance of food safety, especially ensuring the turkey reaches 75°C. With households under pressure to deliver the perfect festive meal, the challenge was to share this advice in a way that was engaging, memorable, and easy to put into practice.

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The Insight

Christmas dinner is one of the most stressful meals of the year. With so many moving parts hosting, multitasking, and family expectations—people often rely on guesswork instead of safe cooking habits. To resonate, we needed to move away from technical reminders and instead deliver food safety messages in a tone that felt relevant, entertaining, and shareable across social channels.

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The Idea

We created a multi-channel campaign that blended humour with practical advice. Influencer Eric Roberts led the way with short, comedic videos on Instagram and TikTok, making food safety approachable for a younger, social-first audience. A ‘talking turkey’ activation in Dublin, Galway, and Belfast sparked conversation through vox-pop content, while programmatic and digital displays reinforced messages and drove traffic to Safefood’s Turkey Calculator and Christmas Dinner Planner.Together, these elements built a consistent, engaging presence that made food safety part of the festive conversation.

The Results

The campaign captured attention during the busy Christmas period, driving strong engagement on social platforms and traffic to Safefood’s online tools. Eric Roberts’ influencer content delivered standout organic reach, while the turkey street activation created memorable, shareable moments. Programmatic and digital displays ensured broad visibility, reinforcing key safety messages..