Seasonal Spuds, the consumer arm of Branston – the UK’s largest potato supplier – serves up inspiration online to help consumers make the most of the humble spud throughout the year by sharing a variety of nutritional and tasty recipes.
We were asked to create a new strategy to boost the brand’s Instagram profile using a range of diverse content.
Over a five-month period, we reached several niche audience groups through the creative use of videos and reels and in collaboration with a number of influencers and recipe developers.
These content creators shared their delicious vegan, gluten-free and low-cost recipes – specially chosen to reflect current economic trends. We optimised organic content with social SEO meta-data and a consistent hashtag strategy and also used calls to action to encourage cooks and food lovers to engage with the brand’s posts.
The videos and reels gained high viewing figures and created regular engagement with potato fans UK-wide.
Our content creators – all influencers or recipe developers – included Emma Hatcher, Jessie Leong, Lucy Parker and Hebaq Aden. They achieved an impressive reach which led to an overall 20% increase to brand awareness. The results of the campaign were a resounding success.