Did you know
that a well-targeted joint marketing campaign with supplier & foodservice distributor can raise brand engagement with chefs and increase sales by 17 %?
As a Belgian frozen fruit company, we go pretty far with our distributors to increase customer engagement. After a successful try-out in February, we decided to go further with our Chinese distributor & we partnered in a first joint marketing campaign. Together we combined a digital campaign & an exclusive Masterclass for a limited number of Chinese chefs, to bring high-end pastry inspiration with fruit puree to Chinese chefs.
Now, almost 1 month after the event, we are glad to share the results of the campaign with you. It was the first campaign of this type, and the figures prove this was the right approach to create brand awareness with Chinese chefs & to drive sales of fruit puree. China is a mobile-first market, so mobile digital presence was a must in the campaign.
The digital campaign outperformed the benchmarks on the 2 social media platforms we tested. First we published an article on a renowned Chinese WeChat channel for professional pastry chefs. Within 12 hours, the article was read by 8.000 chefs & by 10.000 chefs within 1 week. 177 readers took part in our contest to win an exclusive masterclass. This represents an engagement rate of 1,77%, which is above the average European engagement rate on social platforms like Facebook (0,5 – 1% engagement).
Second, we ran 3 campaigns on Weibo, the Chinese equivalent of Twitter and reached 310.000 views, of which more than 42.000 read the content: here again we see a very high engagement rate of 13,6%, compared to 1% in Europe.
The winners of the contest were invited to join an exclusive masterclass with a Belgian top pastry chef, hosted at our distributor. In an intense training day, they learned how to make 5 top pastry recipes with fruit puree.
- happy chefs, full of fresh ideas to develop new desserts
happy distributor with the incentive for prospects & customers
+ proven success after 1 month: a 17 % increase in sales volume of fruit puree
- happy supplier with the increased brand awareness & increased sales
Are you a foodservice or bakery distributor & do you want to bring new inspiration to your customers? Get in touch & let’s see what we can work out together.