Leveraging the Instagram platform, which is synonymous with people posting pics of their food, we took these mouthwatering food pics and sent them back to the original poster 2 days later, still fresh, covered in Glad products. Thus demonstrating the core benefit of the Glad product range. Keeping food fresher for longer resulting in less food wastage.

The campaign ran over a two-week period and targeted hundreds of Instagrammer’s food pics, specifically those users who have a large follower base. We were well aware of Instagram’s spam policy that would eventually shut us down, so we made sure that the Instagrammers we targeted would be those who would gain the most traction for the campaign in the quickest time. This included world renowned chefs, food critics and local food heroes known to the public. Of the people targeted, each of them has a larger-than-normal follower base which resulted in the maximum amount of likes and comments, thus allowing the campaign to achieve maximum exposure in the short time Instagram would allow us to keep reposting.

The results were phenomenal, with the majority of famous chefs and food critics we posted to giving us positive feedback. We achieved thousands of comments and likes and free exposure through the media both locally and globally. As a result of the campaign the topic of food wastage trended on social media and the Glad brand was seen as top of mind when it came to this important issue.