CONNOISSEUR 'Connoisseur's Menu' case study
THE CHALLENGE
Generate hype and drive product trial of Connoisseur’s new plant-based ice cream range beyond vegan and plant-based eaters to ensure high market share.
THE INSIGHT
We spend five whole days a year browsing food images on Instagram. We are downright food obsessed. But with supermarket shelves packed with delicious ice cream options, we need to showcase Connoisseur’s new plant based range as credible and delicious enough that anyone, regardless of their dietary preferences, would love the product.
THE IDEA
Collaborate with creditable venues and chefs across Australia to develop limited edition dishes that hero Connoisseur’s ice cream to drive talkability, product trial and extend hype via noteworthy talent and influencers.
In just 9 weeks...
By collaborating with venues to create dishes that hero Connoisseur’s new ice cream range, we were able to continue talkability beyond the initial product launch, drive product trial, and generate cut through during the peak summer and Christmas period—one of the most saturated times of the year.
We leveraged our tried and tested Celebrity Binge video series with noteworthy Australians Matty Wilson and Laura Byrne to inject the Connoisseur brand directly into the considerate set of our foodie audience when they’re thinking about snacking the most—during movie and TV binges. This resulted in one of the videos becoming our top performing Celebrity Binge of all time.
Reaching foodies on both a macro and micro level, we asked two celebrities and 13 micro influencers to taste the product at home or to try the dish collabs in venue and post about their experiences on social media. The micro influencers alone extended the campaign reach by 60k+ and generated 40k+ social engagements.
Proving the content was influential, the campaign generated 167k+ social engagements and foodies even shared their own UGC imagery of the cafe dishes directly in the comments section.
