Published by Sue Johns-Chapman
Published Date 07.04.2025 
Hey there! We’re Lasting Lemons, a creative agency that thrives on making brands go viral. From trend-led TikTok content to influencer campaigns driving tangible business impact, we know what it takes to transform creativity into meaningful impact online.
We’re so excited to be shortlisted for the UK Digital Excellence Awards! Our social activity for itsu’s launch of Soup’Dumplings; ‘Your Tray Your Way’, was an incredible hit achieving 7.6M views in five weeks and selling out the product nationwide. We knew TikTok had the power to amplify a brand’s presence, but this campaign exceeded all expectations.
A Deep Dive into the Campaign
The Objective
itsu approached us with a challenge: launch their new Soup’Dumplings and make them the next must-try food item among Gen Z. The goal was simple yet ambitious—generate buzz, drive engagement, and ultimately, drive sales in stores across the UK. Our key targets included:
- 5M+ campaign views
- 300K+ likes and 25K+ saves on TikTok
With a budget of £50,000, we strategically allocated funds across paid media, influencer collaborations, and in-house content creation to maximise reach and impact.
Strategy & Execution
We implemented a three-pronged approach to create and keep up momentum:
- Organic Content on itsu’s TikTok: We built hype using a mix of meme culture, humour, and trend-driven storytelling. By tapping into TikTok’s algorithm, we ensured maximum visibility.
- Influencer & Creator Partnerships: Rather than prioritising follower count, we handpicked high-engagement creators in food, lifestyle, and entertainment niches. This ensured that the campaign felt authentic, like it was organically picking up online.
- Paid Amplification: Once we identified high-performing organic content, we leveraged TikTok’s Spark Ads feature to extend reach and sustain engagement over time.
The Viral Moment
A key aspect of the campaign’s success was its ability to create FOMO (fear of missing out). By engineering a high-saturation seeding strategy—where influencers posted about Soup’Dumplings simultaneously—we created the illusion that “everyone was talking about it.” This tactic was instrumental in driving urgency and encouraging consumer action.
The results? The campaign surpassed all targets:
- 7.6M views (exceeding our goal by 52%)
- 850K organic views in just 24 hours
- A 400% increase in Google search volume
- 435K likes and 38K saves on TikTok (far surpassing our benchmarks)
- Nationwide sell-out of the product within the first week
Why This Recognition Matters
Being shortlisted for the UK Digital Excellence Awards is a huge honor for us. This nomination validates our belief in the power of social media to drive real-world business outcomes. At Lasting Lemons, we don’t just create content—we create moments of brand fame that lead to tangible results.
The UK Digital Excellence Awards shine a spotlight on the best in the industry, and we’re proud to be among them. Entering these awards allows us to showcase our work on a larger stage, gain industry recognition, and benchmark ourselves against the best digital campaigns out there.
What’s Next for Lasting Lemons?
Whether we take home the trophy or not, this is just another milestone in our journey of redefining digital marketing. Our mission remains the same: to help brands create viral moments that leave a lasting impact. With more exciting campaigns in the pipeline, we can’t wait to continue pushing the boundaries of creativity and innovation!
