To inspire New Zealander’s to get baking with Chelsea products, BC worked with key food and lifestyle influencers in the lead up to and over ANZAC weekend – a popular time for brand sales.
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, alongside beautiful imagery to inspire readers.
The recipe posts were shared over 14,000 times, driving 74% of the content 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 two weeks. A campaign like this would benefit from four weeks on social media allowing time for it to be shared and found prior to the long weekend, thus achieving even greater results.