Increase product knowledge about the launch of Hälsans Kök’s new vegetarian mince – Incredible Mince, and show how the product can be used in cooking as an alternative to minced meat.
INFLUENCERS IN THE CAMPAIGN
Linda Stuhaug, Mari Hult (Vegetarbloggen) and Thea Bolstad (My Little Kitchen).
UI entered into a collaboration with Mediacom DK and three skilled food influencers, which were a natural match for this campaign. All influencers focus on food and / or baking, and often make vegetarian dishes as this has been an increasing trend among the target group.
The influencers came up with recipes themselves to show their followers, where Incredible Mince was the star. The influencers promoted the product through IG posts and Instastories, with pictures and videos, showing their followers step by step how to make the dishes themselves. The influencers also included their followers in the campaign by having them decide some of the dishes they would create, so that the content would would fit the target groups’ needs the best.
The results are well within and above benchmarks on reach and positive engagement across the influencers. This was an important goal for the client, as the campaign was about product launching in-store, which needed attention.