We worked with influencers to showcase the quality and versatility of a cupboard staple.

Challenge

Cirio want to be the tinned tomato of choice for discerning ‘chefs’ - those people who appreciate that quality food comes from quality ingredients and who see tomatoes being more than just a cupboard staple. It's for people who care about provenance, sustainability of the environment and the well-being of the farmers.

Idea

#CirioChallenge was developed to find people who are interested in amazing food made with quality ingredients. Consumers were incentivised to cook with Cirio products then share online for their chance to win. By working with influencers, we could create a credible association with foodies and reach a larger audience. The off-pack campaign used existing digital media assets together with coordinated social media and a bespoke microsite.

 

Results

Competition entries surpassed expectations and all campaign metrics exceeded targets and benchmarks. Page views doubled, online search demand grew by 52% and social media clicks by 30%. Influencer reach was up 135% and engagement rates up 187% versus targets.