Keen to get the product into people’s hands (and mouths), we turned to our good friends in the blogger and influencer community. Undoubtedly a sound tactic considering a key objective is to get a younger audience into jam!
Key individuals were identified – active promoters of Manchester; foodies, arties, vegans and veggies; plus some lifestylers with a large following – and each was sent a mailer containing a personal letter and product samples.
The results have been fantastic. As well as receiving lots of posts and positive comments about the products from the influencers themselves, a true ripple effect has been created with their followers and fans also posting positive comments about the range.
The activity is still on-going but has already reached a huge audience and resulted in an increase in followers and an increase of Instagram users in the younger age range.
Although written posts still have a value, social media’s love affair with video continues to blossom. With this in mind, we decided to experiment.
In a bid to educate and inspire younger consumers about the deliciousness of marmalade, we created a recipe for marmalade brownies!
With no budget for an epic production, we took the experimentation further and filmed/edited the recipe being made.
The resulting 1:20 minute film has proved a huge hit so we’re currently devising other recipes – if you’ve got any suggestions involving jam or marmalade, do let us know!