Kallø, the organic food brand, has launched another burst of its successful ‘Kallø Soup Scooter’ influencer-led social campaign, created by Exposure Digital. The activity aims to drive trial and awareness of the brand in the UK, encouraging consumers to cook with Kallø during its key winter and spring months.

The activity, which targets food lovers, will run for three weeks and brings to life the brand’s existing message of ‘savour simple’ and its belief that great food and taste comes from using a few good ingredients rather than lots of complicated ones.

The campaign is fronted by food bloggers Rebel Recipes, Twigg Studios, Plant Based Pixie, Ffion Mckeown and Catherine Frawle, who have each created their own soup recipes using Kallø stock cubes, sharing the recipes across their social channels. Followers are encouraged to create and share their own recipes for the chance to win 50 portions of their soup delivered to their office, street, community, or any location that will make the winner feel like a celebrity chef. Deliveries will be made by the Kallø Soup Scooter.

The winner will also receive a half day cooking class at the Raymond Blanc Cookery School at Belmond Le Manoir, as well as seeing their recipe featured in the January issue of Olive Magazine,  complete with Kallø’s seal of approval.

To enter, consumers are asked to post a picture of their recipes on Instagram accompanied by the hashtag #kallo or #SoupScooter before November 3^rd 2016. Winners will be picked by the influencers the next day.

As well as the competition, Kallø will also be sending out recipe boxes containing fresh vegetables and Kallø stock cubes to a further selection of food influencers to encourage additional engagement with the brand during the campaign.

Caroline Mitchell, senior brand manager at Kallø, says: “With the colder months fast approaching, once again we wanted to create a buzz around our healthy stock cubes. After its huge success earlier in the year, we wanted to revitalise our Soup Scooter, using Exposure Digital’s expertise in influencer marketing to champion our individuality; both creatively and through our products.”

Jonathan Fraser, chief strategy officer at Exposure Digital, adds: “Any campaign that harnesses the power of influencers needs to ensure it is positioned not only in front of the right audience, but also uses the correct content. By allowing our influencers to have complete control and create recipes they enjoy, we have delivered an authentic campaign for Kallø and their target audience.”

This is the second iteration of the ‘Kallø Soup Scooter’ campaign; it ran earlier this year, resulting in over two million impressions and nearly 40,000 Likes.

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Baxters Food Group has launched a new digitally-led campaign, #GetTopping, for its new Deli Toppers range of street food inspired pickles.

The campaign was developed by lead agency The Big Kick, and uses 20 foodie influencers (bloggers/vloggers) to drive advocacy of the new product online. The Big Kick came up with a content strategy and online creative hub that houses the campaign activity.

The “#GetTopping” campaign sees each influencer posting up to four recipes and ‘hacks’ and sharing via their social media channels and on the Baxters hub (delitoppers.com). The hub also offers the chance to win 1 of 100 Deli Toppers jars being given away daily, as well as encouraging consumers to post a picture with #GetTopping for a chance to win other prizes.

Christine Clarke, Head of Marketing for Baxters Food Group, comments: “Street food and casual dining is booming in the UK – Deli Toppers takes this trend and helps consumers recreate the flavours they love from their favourite dining experience, in their own home.  These bold and lively ingredients will add a modern kick to the fixture and, importantly, help to bring younger shoppers to the category.  It’s a store cupboard essential for people who love to get creative in the kitchen. Quite simply, they can’t be topped!”

Barbara Holgate, Managing Partner for The Big Kick, adds: “It’s an exciting time for brands using this space to reach their audience. Consumers are continually seeking out recommendations and advice from bloggers and vloggers who they actively follow online, so for brands to be talked about and recommended in this way offers an authenticity and legitimacy other channels can’t offer.”

Inspired by the street food revolution with its colourful flavour and taste combinations, Deli Toppers are a versatile range of toppings, created for foodies looking to add a flavoursome finish to dishes at home such as hot dogs, pulled pork, salads or wraps. There are four deliciously bold varieties to choose from – Red Slaw, Spicy Slaw, Red Onion and Jalapeños.

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New parenting vlogger site Channel Mum has launched what it claims is the world’s biggest vlogger campaign using an unprecedented 100 vloggers simultaneously, on behalf of Cadbury Chocolate Buttons for its #tastelikethisfeels and #buttonsmemorylane activities.

Channel Mum claims that the mass blogging concept – which it developed and which it calls the ‘Video Boom’ – is one of the fastest growing digital developments of 2016, with “dozens of major brands booking the creative campaigns”.

The format sees a number of individual digital influencers simultaneously release personalised branded content videos to magnify engagement and key campaign effects. The site claims that the approach has been proven to both heavily enhance engagement levels on social, online and offline, plus add to the retention of brand messages.

The Cadbury Boom uses 100 mummy vloggers including rising stars such as Emily Norris and Natasha Bailie. The activity culminates on Channel Mum this week with the release of a hero video featuring key moments from the campaign along with dozens of new videos from supporting vloggers.

The videos promote Cadbury Dairy Milk Buttons ‘Buttons Memory Lane’ digital activity, created by ad agency by Fallon. Parents are able to upload pictures to the www.buttonsmemorylane.co.uk site, then ‘post’ the images and messages onto the walls and shop fronts of a typical old-fashioned British street to create a 360° video which is emailed to them. They can then view the results using Virtual Reality headsets.

All of the vlogs are clearly identified as ads, while the main promotional video – a review of the www.buttonsmemorylane.co.uk site – carries the message ‘In partnership with Cadbury Dairy Milk Buttons’. This is to conform to UK advertising regulations as well as European Union law, which requires that commercial messages be clearly identified as such. Earlier this year, the Competition and Markets Authority (CMA), which oversees consumer protection in the UK, took action against a number of media companies, marketing agencies and websites which had failed to disclose that reviews, blogs and other content was in fact advertising.

Channel Mum was launched by Siobhan Freegard MBE, on of the founders of parenting social media site Netmums.

The Video Boom concept was developed after recent research revealed Vloggers are now viewed as the most trustworthy information source by millennial mums, beating conventional advertising, TV, information from the Government and established brand websites.

Siobhan Freegard explains: “Video booms are a vlogger ‘Love Bomb’ for a brand. Four in five young mums now use online videos and we know they trust vloggers, but what the Video Boom format does is elevate this trust. It shows in a fun and easily accessible way what your peer group and doing or using. To gain viewers’ trust and expand their audience, vloggers have to be authentic. So when lots of admired vloggers all show the same activity or brand, it moves from a simple show and tell to a wider trend amongst the audience.”

This degree of influence and authority in the millennial market was also a deciding factor for Cadbury to choose several Channel Mum vloggers to star on the chocolate giant’s conventional poster advertising campaign.

Other Video Booms currently airing on Channel Mum include the Boots ‘Dear Me’ activity, which sees 10 vloggers each recording a personal letter outlining what they wish they’d known as a new mum. And this week active naturals baby skincare brand Aveeno will launch its very first Video Boom featuring 10 digital influencers simultaneously reviewing its baby skincare range.

Channel Mum is the UK’s only video parenting website for mums. The free-to-use site already offers over 25,000 parenting videos with around 750 new videos added each week.

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Haywards, Britain’s best-selling pickled vegetable brand, is set to launch a new campaign to target millennial males. The ‘Lad in Salad’ campaign is digitally led and will demonstrate that pickled vegetables are ideal for livening up a salad.

The campaign has been developed following extensive consumer research by Haywards Pickled Vegetables. The research revealed there is a huge opportunity to be linked to the 1.5 billion salad eating occasions in the UK each year. The research also found that millennial men over-index when it comes to using pickled vegetables and that 71% of people are now eating healthier than ever before – a perfect opportunity for Haywards to capitalise on.

The activity, the first of its kind for the brand, will include sampling, digital advertising, SEO and a social media campaign. As well as encouraging the use of Haywards products in salads, the campaign will build on last year’s re-brand, showcasing the versatility of its products and the Tang-o-meter, a visual on-pack guide to the tanginess of the product. Recipe suggestions have been strategically developed based on SEO data by looking at the most popular search terms around salads.

The campaign also includes a partnership with influential fitness vloggers, The Lean Machines. The Lean Machines’ fitness, food and lifestyle content has had over 15 million views, in which they highlight how staying in shape is easy, simple and fun. Their audience is 71% male, with 85% of the total audience also being under 35, making them the perfect partner for the Haywards campaign. In addition to this, 15 videos will be created for use across Haywards’ web and social media properties, as well as in digital advertising, to highlight how pickled vegetables can be used to liven up salads.

The ‘Lad in Salad’ sampling activity will roll out with sampling in Asda and city centre sampling in locations close to Sainsbury’s. The Haywards team will also be livening up lunch for all of the participants at the Yorkshire Tough Mudder (6/7^th August) and the South West Tough Mudder (20^th/21^st August).

Noa Hasegawa, Haywards Brand Manager at Mizkan Euro, said: “This campaign signals a bold new direction for the brand. Our research showed that there is a huge opportunity to link Haywards to the salad eating occasion. Our campaign aims to inspire a new generation of men to liven up their salads with Haywards pickled vegetables.”

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