For the past six years MENY had been distributing their recipes on VGs editorial food sight, but they felt that they did not get the optimization they needed or the traffic to meny.no that they wanted. So we decided to go with a content campaign for MENY.

The main KPIs for this campaign are:

Increasing traffic to meny.no

To draw attention to an expanded target audience, and get the MENY brand out to the people.

Increasing awareness of “online grocery shopping”

Ultimately, we wanted Norwegians to be more open to trying new food and new recipes by giving them inspiration. We also wanted to increase Norwegians interest in buying their groceries online and having them delivered at their front door, by showing them how easily it can be done.

A study we did during the research showed that the readers who already shopped online did use their mobile phones to a greater extent to find food inspiration and to plan their meals. They also use recipes more than those who do not shop online, and they are more open to trying new things. The study also showed that the respondents were more likely to take inspiration and advice from professionals. 47 % said they would listen to a professional chef, and 37 % said they would listen a food expert, like a butcher or a baker.

Which is why we decided on articles where MENYs experts tell the readers about produce, products and food that they truly think the readers should try.

To draw attention to the campaign we distribute it every sunday on the front page of VG.no, Norway's largest online newspaper. With its 12 million page views, VG reaches 50 % of the Norwegian population every day. This is a unique distribution opportunity, and was an obvious choice when our main objective was to reach as many as possible, and get them to devour the articles and weekly menus. Because everyone do need to eat, and we all need food inspiration from time to time.

MENY wanted to increase the traffic to meny.no, so we started thinking: What would inspire people? And what would send traffic to meny.no? Through a lot of workshops, both with and without the client, we ended up with a weekly two part-concept: Articles that deliver the food inspiration, the exposure of the MENY brand and their experts on the field (as learned through the study) and the beautiful pictures and videos – and of course traffic to meny.no The weekly menus deliver most of the traffic to meny.no through a mobile friendly swipe-format in which you would find a recipe for every day of the week, and a final slide in which you could shop either the whole menu - or choose your favourite recipes to be delivered to your house.

The first article got 106.000 page views, when benchmark is around 35.000, and a CTR of 27,2 %. The weekly menu got close to 11.000 page views, and a CTR of 29,7 %. Which is ludoucris when comparing to other campaigns we are doing for other clients.

Since that first week the campaign has continued to be a success. So far, during the first 8 weeks the campaign has been live, the number of page views on the articles and the weekly menus are close to half a million: 425.569 to be exact. That means that close to every tenth person in Norway has read one of the articles or seen a weekly menu so far. With 90.252 clicks through to MENY, we have an average CTR of 21,2 %. Benchmark is 2 %.

The campaign is also highlighted as a success by MENYs digital marketing manager.