BBQ to this point was an occassion overtaken by meat and sausage producers. What has to be done to promote grill-oriented cheese well in this context?
BBQ to this point was an occassion overtaken by meat and sausage producers. What has to be done to promote grill-oriented cheese well in this context?
To promote new range of products we’ve decided to use the power of recommendation. Due to integrated campaign cheese became a king on hundreds of BBQ-set tables.
To build the reach of the campaign we invited known influencers for the promotion purpose.
Monika Mrozowska and Beata Śniechowska presented their recipes for grilled snacks and dishes made with Hochland’s products. The whole action took place under hashtag #hochlandnagrilla (#HochlandOnBBQ). The influencers also encouraged viewers to take part in photography contest.
For 10 weeks the BBQ lovers was sending us their pictures for the contest.
The challenge was quite simple – to take a photo of grilling with Hochland cheese and share it on Instagram under the right hashtag. Every week best picture was chosen and the person who took it won the grill equipment for professionals or practical pinny.
The campaign successfully promoted in Social Media the brand’s offer for BBQ and has attracted new, engaged fans on its profiles.