Sophie won the Tui Flower Award for Best Recipe Writing – Commercial in the NZ Food Media Awards 2019 for the Exotic Foods CampaignView Campaign
Digital advertising is an amazing tool for real-time results and optimising campaign effectiveness. One of the challenges of recipe development for a commercial purpose such as advertising is that as the recipe creator you don’t get to choose the hero ingredient, so the skill is to create inspirational, accessible recipes that people want to make, and style them in an appropriate manner. The results speak for themselves.
Case Study: Exotic Foods
Exotic Foods are a small distribution business in Christchurch. They had great supermarket penetration in the South Island but wanted to grow this in the North Island. A recipe campaign was created around the themes of “Dip it, Wok it, Dress it” designed to show the versatility of the Exotic Foods Sauce range. I developed the recipes, styled them for photography and cooked and styled them for the videos. They appeared both in print and are currently still available online.
This content was beautiful through print and digital, but with a pre and post campaign effectiveness study we also saw some fantastic results.
Not only was the brand recall for Exotic Foods twice as high with those who had seen the content, but it showed that of those exposed, 70% took an action. Dwell times on page views were also significantly increased.
Looking for help with your next campaign? Talk to Sophie about your project!Get in touch
The purpose of integrated recipe advertorial is for consumers to understand the product as an ingredient therefore the material should feel like a regular page or post rather than an advertisement.To create and style for photography a recipe to be used as integrated advertorial content requires showcasing the client’s product and packaging while retaining the look and feel of the host publication.
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