To inspire NZers to get baking, using Chelsea Sugar products in the lead up to and over ANZAC weekend.
To generate a desirability around baking, we recruited a team of 12 lifestyle and food bloggers to create recipes with a spin on the traditional ANZAC Cookie. We wanted to showcase a range of unique recipes using Chelsea Sugar, from simple, easy-to-make treats, to elaborate, unique creations, along with beautiful imagery to captivate and inspire readers.
The recipe posts were shared over 14,000 times: driving 74% of the contents reach. This was a result of viewers engaging with the recipes, and feeling inspired to share the ideas with their own social circles. This level of engagement is the best reaction to content a brand could ask for.
Although we gained impressive results, the time period was only 2 weeks. A campaign like this would benefit from 4 weeks on social media allowing time for it to be shared and found prior to the long weekend, thus achieving even greater results.
“I had every confidence that within current digital trends, we had the opportunity to raise awareness, interest and desire around Chelsea Sugar. Our target market have their mobile phones permanently attached to their hands. The trick was to find the right vehicle to connect emotionally with them. Social influencers offer the chance to position New Zealand’s Chelsea Sugar in creative and engaging ways. Seeing the results so far we know that they are motivating consumers to buy, as we’ve seen sales lift.”