KIKKOMAN
Industry: Food
Services: PR, influencers, social media
Partner’s goals:
Kikkoman's naturally brewed soy sauce contains just four ingredients – soybeans, wheat, salt and water – and has no artificial additives. Perfect seasoning for Japanese cuisine as well... Polish! Our partner’s main goal was to convince Polish consumers that their product will also work well in combination with our traditional cuisine and culinary trends.
Challenges:
Present this typically japanese product in combination with Polish cuisine and Polish culinary trends. With the help of PR activities and influencer collaborations, we had to convince Polish consumers to experiment in the kitchen and open themselves up not only to the product itself, but also to new flavours and recipes from around the world. As such, it was necessary to strengthen communication by establishing constant media relations with Polish journalists. But the press was not our primary ‘tool’. We enlisted the help of culinary influencers. Culinary bloggers in Poland inspire trust and have a significant impact on what Poles eat.
Implementation:
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We invited to the campaign, about 20+ culinary bloggers
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Strengthened communication by constant media relations
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Organised culinary workshops for bloggers and media (consumer and trade)
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Organised product culinary session incorporating traditional Polish food
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Organised creative send-outs to the food sector
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Distribution of recipes
Results:
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Collaboration with over 40 influencers from Poland: bloggers, vloggers, chefs, and celebrities.
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The synergy of PR activities and influencer marketing resulted in almost 250 offline and online product publications and many positive reviews on blogs.
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19 publications in the printed press.
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180 publications online and on social media.
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