Uncle Ben - Ethnic Spitiko
For the repositioning of Uncle Ben’s sauces, Solid Havas created an interactive activation, that boosted its virality with the cooperation of four food experts.
Although many people love ethnic dishes, most of the times it is something that one would taste at an ethnic restaurant. Uncle Ben’s sauces give a new twist to home-cooked food, since ethnic dishes become a great treat for your beloved ones at home. Ethnic dishes become the new trend set, with users choosing their ethnic mood and Uncle Ben’s giving them all necessary “ingredients” for an “Ethnic spitiko” night.
Homemade food or take away? The activation challenged two predispositions that customers may have. Firstly, that ethnic dishes are difficult to prepare. Secondly, that ready-made sauces are not as healthy and tasty as an original homemade dish.
The campaign’s kick off was a customized microsite where users were asked to choose their favorite ethnic mood among 4 given choices. And since there couldn't be a better testimonial of taste than food bloggers, who are experts in preparing delicious recipes… each mood was supported by a popular food specialist that shared a customized ethnic video recipe. The users by choosing their favorite ethnic mood, were able to watch the recipe and cook it at home for their friends and family. Users chose the preferred ethnic mood and Uncle Ben’s treated the dish for some lucky winners.
The campaign was communicated not only in the brands social media but also in influencer’s social channels for extra boost.
The campaign provided a very engaging mechanism that met the initial objectives set. In just one month the results were the following:
- Contest Participations: 3.700
- New FB fans: 500
- FB Interactions: 5.500
- Microsite visits: 4.224