"We were faced with a crucial decision in our overall comms strategy as the impact of COVID-19 was becoming clearer – we can’t stop communicating and remain silent. As a brand, we were typically very slow in reacting and we needed to be fast but also relevant. The pivoted campaign strategy, devised with Collective, “From our family to yours” helped anchor a new frame for our comms and resonated across the business, as we are a family owned company. It allowed us to focus our narrative over the coming weeks across some key pillars and freed our digital team to start creating relevant content through our extended network of influencers and partners, which has led to a 50% increase in our online sales."