Media > Product & Service

BLOGGER-BATTLING TASTE PAIR DESIGN

TOINEN HELSINKI, Helsinki / GUSTAV PAULIG / 2012

CampaignCampaignLayout(opens in a new tab)
Film
1 of 0 items

Overview

Credits

Overview

Effectiveness

The impact was massive!Over 80 % of the 45 biggest food blogs participated in the challenge. Through their blogs they rallied support for their own taste pair designs via their hundreds of thousands readers - many being food trendsetters themselves. This boosted Paulig’s taste pair campaign site, with more than 50% of the traffic coming trough social media.Trial of Paulig’s specialty coffee products rose 260% and the awareness of all Paulig’s speciality coffees increased over 80%. Sales went up from the start, and this uplift has lasted 7 months already.Coffee partnered up, and won!

Execution

The creative solution was to explore the unique flavours of Paulig’s speciality coffees, through a Perfect Match challenge for major food and bakery bloggers. The task was to design the ultimate taste pair for speciality coffees and document it deliciously into the campaign site.We knew these bloggers are highly competitive amongst themselves, while very influential towards the key target, trendsetters, who are themselves strong influencers in making the broader target interested in something normally not at all interesting. This should inspire people to taste the differences, and understand the new benefit of treating coffee and food as companions.We executed an integrated campaign which combined food blogger activation with bought media (magazine advertorial ads and inserts, online banner advertising on food sites, search engines with recipe terms and trial packs) and Paulig’s owned channels.Delicious pictures and guiding messages to trigger and ease consumer exploration.

Strategy

Finns are the most dedicated coffee drinking people in the World. For their higher-margin speciality coffee product line, Paulig wanted to increase trial and sales while increasing the awareness and relevance.

The insight was that coffee in Finland is seen as basic. It is however often being consumed together with something else, without this getting much notice. Combining coffee and food is therefore new, yet familiar. Food bloggers became the core media for us, and the insight to that group was that they are well interconnected, visually creative and VERY competitive.Our strategy was to, similar the world of combining gourmet food and wine, to create coffee-food connections in new, surprising and delicious ways.The IDEA was to create an unpaid yet motivating challenge between food bloggers to create the Perfect Matches of coffee and food, where consumers would choose the most delicious.

More Entries from Fast Moving Consumer Goods in Media

24 items

Grand Prix Cannes Lions
GOOGLE VOICE SEARCH

Commercial Public Services incl. Healthcare & Medical

GOOGLE VOICE SEARCH

GOOGLE, MANNING GOTTLIEB OMD

(opens in a new tab)

More Entries from TOINEN HELSINKI

4 items

LIGHT ELECTIONS

Best Use of Integrated Media

LIGHT ELECTIONS

FORTUM, TOINEN HELSINKI

(opens in a new tab)