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The Village Communications has used the following skills/services in the project.
Cirio wants to be THE tinned tomato for discerning ‘chefs’. For people who appreciate that quality food comes from quality ingredients, people who see tomatoes being more than just a cupboard staple and who care about provenance and sustainability (the environment and the wellbeing of the farmers).
#CIRIOCHALLENGE was developed to find people who are interested in quality, well-made ingredients, and amazing food. Consumers were incentivized to cook with the product then share online for their chance to win. By working with influencers, we could create a credible association within food and reach a larger audience. The campaign was driven off-pack, relying on hard-working digital media assets, coordinated social media, and microsite.
Competition entries surpassed expectations and all campaign metrics up vs. targets/ benchmarks. Pageviews doubled, online search demand grew by 52% during the campaign period, Influencer reach +135% vs targets and engagement rates + 187%, Social media clicks +30%.
