Gutfried Veganuary

Task

Use of the “VEGANUARY 2022” promotion month to increase brand awareness and sales for the new Gutfried vegan and veggie convenience products.

Target group: 20-40 years old, predominantly female, vegetarian and flexitarian, environmentally, health and nutrition conscious, subject areas: Nutrition, cooking, health, fitness, family.

Goal for the social media channels: More interaction, i.e. more followers, more likes, more comments.

B2B and B2C activation via PR offensive, as well as social media offensive. As a result, image and video production for new food recipes with selected thematic focuses.

Implementation

Creation of a custom logo for Veganuary 2022(Gutfried goes Veganuary) that was used in posts and stories. Creation of recipe and info post including story on social media channels. Veganuary communication via own Gutfried hashtags/@, which were used in all postings to create recognition value: #Gutfried #Gutfriedisgoodforme #simplytasty #GutfriedgoesVeganuary #veganuary2022. In addition, raffle promotion of various high-priced prizes (Thermomix, Airfyrer, Kitchenaid) on the social media channels.

Influencer activation via social media: Identification of suitable influencers with target group fit, communication with the influencers and sending of a vegan test package for cooking with Gutfried Wie products, quality check of the influencer content, performance optimization during the cooperation and re-posting of the respective post on the own Gutfried channel.

Recipe service (incl. recipe development, food styling and photo shoot) for the public media and press information as well as new product presentation in the trade press media.

Result

Increased reach and interaction was achieved on the social media channels. New micro/macro influencers were acquired to test the products.

B2B and B2C activation via PR campaign (monitoring, new product information, themed specials, recipe service) on the topic of “conscious nutrition”. The topic Gutfried & Veganuary was prepared with different press information with photos/graphics, so that we could provide the editorial offices with different press topics (storytelling).