We partnered with famous New Orleans Chef Isaac Toups, challenged him to create a 100 course dinner for five celebrity food influencers, and filmed all nine and a half hours live.

The event was proof of how well Pepcid Complete works on heartburn, and a celebration of delicious food and inspired company.

Our celebrity food influencers launched the Pepcid Complete campaign in social media, and ten top food-bloggers amplified the event on their channels, with a combined audience of more than 4.6 million followers.

Implementation:

Filmed live with six cameras.

Influencers live posted, and posted on an editorial schedule.

Bloggers cooked and posted their versions of the Chef’s signature dishes, and promoted the 100 Course Dinner.

Timeline:

Filmed live in July, 2016.

Website, first influencer posts broke week of Thanksgiving, November 2016.

Bloggers posted January 2017; influencers posted again January and April 2017.

Video published November 2016, Syndicated pre-roll live April 2017.

Placement:

Influencers’ channels: Chef Isaac Toups, Facebook, Instagram, Twitter; Katie Workman, Facebook, Instagram, Twitter; Poppy Tooker, Instagram, Twitter; Lolis Eric Elie, Instagram; Nik Sharma, Facebook, Instagram, Twitter; Ian McNulty, Instagram, Twitter

Bloggers: The Taylor House, This Silly Girl’s Kitchen, DoughMessTic, Bell’alimento, Kawaling Pinoy, Mess for Less, Sugar & Soul, Whole Yum, Eazy Peazy Mealz

Media: Pre-Roll, Facebook Promoted Posts, Banners, Print.

Scale:

The 100 Course Dinner is primarily a digital campaign with national exposure in the United States.

We beat our forecasted potential 14% sales increase, with a +25% actual sales increase; while the heartburn category declined by -1%.

Food & Cooking channels lead brand favorability lift with +23 points, and purchase intent by +20 points.

We leveraged influencer and blogger audiences of 4.6 million followers on social media.

YouTube impressions totaled 28.2 million, and Facebook impressions totaled 80 million.

We achieved our objective of demonstrating superior efficacy to steal share from the category leader.