When it comes to different cuisines, people feel good about discovering the most authentic products that the 'real locals' use. And much of this food inspiration comes from the social influencers they follow - those for whom finding the best foods to share is a passion.
Our joined-up approach combined influencer engagement, in-store activity, social content and OOH to help consumers uncover 'Italy’s best-kept secret'.
Influencer / OOH / Social
A simmering build up
We approached creators to produce a series of posts centred around a mysterious package arriving at their door. On the first day of the campaign, they were sent a locked box containing #ItalysBestKeptSecret. Over the subsequent days, La Famiglia Rana sent clues to help them unlock it and reveal the secret.
Driving trial activity through accompanying OOH and digital
The big reveal
Once they’d cracked the code and unlocked the box they discovered our beautiful cookbook titled ‘La Famiglia Rana reveal Italy’s Best Kept Secret’ and its flavoursome surprise. Once they found #ItalysBestKeptSecret they were given the tips and tools to get cooking and creating content.
x2
Penetration during the campaign period - reaching highest level ever
30%
Over 30% value growth during the campaign month
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Highest ever grocery trial redemptions