Worldfoods

Worldfoods

Landscape

WORLDFOODS is a pioneer in the Fusion and Asian food industry. They have 51 types of Asian dipping sauces, pastes, noodle sauces, stir-fry, cooking sauces, marinades, chutneys and salad dressings to tantalize your taste buds, each made from 100% natural ingredients and traditional herbs and spices from around the world.

Exclusively sold in Tesco but with low comparative awareness amongst the UK audience, our brief was to define and implement a social strategy for the UK market to raise awareness of the brand, and build an engaged community of fans and potential future customers.

We targeted a cross section of food enthusiasts from ‘creative chefs’ through to the food oblivious to create the Fusion Taste Team. This team of food aficionados sampled WORLDFOODS sauces and created review content to share with the growing community.

Insights

Food bloggers like to share hints, tips and recipes - they are a collaborative force who seek and share information online. WORLDFOODS were able to tap into the creativity of this network and share new and unusual Asian dishes and cuisine based information to begin to tell the brand story.

Our chefs and food bloggers (home chefs) responded to a value exchange weighted towards knowledge (of cultural context, method, tips etc.) rather than the financial value of the sauces and cooking utensils.

Impact

In the first 3 months of the campaign our 15 strong Fusion Taste Team generated 58,800 post views of WORLDFOODS product based reviews and reflections, resulting in a 807% increase in monthly active users of their brand site.

The basal Facebook Community reached a record IPM of 17.37 during the campaign initiation as WOM in the blogosphere drove awareness and intrigue for the programme on Twitter.

Services