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How an online and offline marketing campaign by Ducros recognized foodies and inspired customers
How an online and offline marketing campaign by Ducros recognized foodies and inspired customers
Campaign objectives and summary
The campaign named “El Mejor Canapé Ducros”, which translates as “The Best Ducros Hors D'Oeuvre”, had two main objectives: (1) to pay tribute to the work carried out by foodies and influencers who collaborated with the brand throughout the year, and (2) to inspire users with ideas of how to use Ducros products for their Christmas’ Hors D'Oeuvres.
The promotion linked the brand’s “Herbs” product line with the tradition of preparing Hors D'Oeuvres for Christmas. The agency used a 360º strategy with presence in social media and with physical stoppers in several supermarkets. This direct marketing action displayed a QR code on each of the supermarket stands that redirected users to the promotion’s microsite, where they could vote for their favorite Hors D'Oeuvre and sign up for the chance to win a bundle of the brand’s products. Simultaneously, the action would also pick a winner from within the 20 foodies that entered the competition with their tasty creations.
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Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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Campaign organizers for ‘El Mejor Canapé Ducros’
Negroni es una marca histórica del sector alimentario italiano. Su marca principal son las salsichas “Golosino”, y para ella puso en marcha una campaña de verano dirigida al público infantil.
De la acción se encargó Promosfera, agencia de marketing especializada en concursos, sorteos y asignaciones directas de premios a nivel internacional. Creen en el trabajo de equipo y en la necesidad de enfrentar cada reto con profesionalidad.
Sr. y Sra. Cake is an agency specialized in gastronomic marketing that caters to restaurants, retailers, companies in the food industry, and trade publications. The agency also organizes gastronomic events as well as branding projects, corporate events, cooking shows, digital marketing projects, and point of sale implementation. The agency’s high level of creativity and professionalism has led it to work with important clients such as Chocolates Lacasa, Gallo, IKEA Foods, Borges Profesional, Bimbo, ect. Sr. and Sra. Cake has also organized international trade fairs like Bcn&Cake (focused on creative baking), Catalonia’s Best St. Joan Coca contest, and hospitality events such as the Cook & Travel Festival and the Gastrorecup 2022 alongside the Catalan government.
Ducros Spices is a subsidiary of McCormick & Company and has specialized in herbs and spices since 1963. In 1975 the company started its international expansion with a branch in Belgium. The company entered the Spanish market in 1984 and quickly established a solid foothold offering products like spices, seasonings, salts, and cooking herbs.
Índice de contenidos del vídeo-entrevista con Too Good To Go:
0:50 - ¿Cómo funciona Too Good To Go?
2:40 - ¿Cómo nació Too Good To G32 - Too Good To Go en las redes sociales
7:19 - ¿Y cómo usan los sorteos?
10:16 - ¿Para qué usan la app de Sorteo de un listado?
14:35 - ¿Para qué más utilizan las apps de Easypromos?
15:19 - ¿Cómo descubrieron Easypromos?
Índice de contenidos del vídeo-entrevista con Too Good To Go:
- 0:50 - ¿Cómo funciona Too Good To Go?
- 2:40 - ¿Cómo nació Too Good To Go?
- 3:32 - Too Good To Go en las redes sociales
- 7:19 - ¿Y cómo usan los sorteos?
- 10:16 - ¿Para qué usan la app de Sorteo de un listado?
- 14:35 - ¿Para qué más utilizan las apps de Easypromos?
- 15:19 - ¿Cómo descubrieron Easypromos?
- 16:14 - Un consejo final para nuevos usuarios de Easypromos
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25%
Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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25%
Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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The campaign’s timing
The Christmas campaign is a key point in the company’s sales plan, as demand and sales peak due to the increased importance given to gastronomy at this time of the year. To make the most of this situation and to reach their target audience, the campaign idea centered on the typical home cooking of the holiday season. The main idea was that the recipes in the competition would inspire the brand followers to try them.
The recipes were elaborated by 20 foodies and influencers chosen by the Sr. y Sra. Cake agency based on their history of using Ducros cooking products during 2022.
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Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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25%
Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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The solution for the contest: Pick you favorite
The agency collected the recipes from the participating foodies and configured the microsite to showcase the recipes and carry out the vote. The organizers chose the Pick your Favorite app because it allows the audience to access the recipes and vote for their favorite after registering with their email address. This dynamic makes the customers and brand followers feel like an essential part of the contest as the winner selection is not up to a jury but decided by popular vote.
Moreover, the appeal to the general audience was not limited to voting for their favorite recipe, but also by an additional motivation: the chance of winning a hamper of Ducros products. Using Easypromos’ apps, organizers can pick several winners in different ways. In this particular case, one winner was chosen by popular vote and another was chosen by a random prize draw from among the voters. The random prize draw winner took home a hamper of Ducor products and a set of Christmas decorations.
The Easypromos’ Pick your Favorite app is an ideal tool to manage this sort of contest. It offers plenty of tools for the organizer to configure the promotion easily. It also makes voting easy from any device, therefore providing a positive user experience.
Campaign results ‘El Mejor Canapé Ducros’
The campaign’s results were very positive. The brand got 400 new followers on Instagram in a 15-day period, which contributed to boosting brand awareness and exposure. The promotional action also increased loyalty among both followers and foodies.
Some contest related figures:
- A total of 1,667 votes were casted.
- The promotion was shared 167 times, 87 through Facebook and 79 through Instagram.
Participating foodies and contest winner
20 foodie content creators participated in the promotion, and all of them were collaborators of the brand. These are some of the participating entries and the winner.
- The first submission was by @foodwinets
- The second one by @angierecetas
- The third by @cocinandocontj
- The fourth, and winner of the contest, by @lasuitedelmomo
Directora ejecutiva de Promosfera
Maria Valdivia
Project Food Manager at Sr. y Sra. Cake
With this campaign, we could experience the success of linking online promotions to direct point-of-sale marketing actions to achieve a clear objective: to take care of our followers, build loyalty, and thank our collaborators for their great work. Thanks to Easypromos' tools, managing the campaign was very easy.
With the Easypromos platform, you can create voting contests to gather user-generated content and engage the audience
Easypromos offers a self-service online platform to create customized contests for your brand and to adapt them to the characteristics of your campaign. Organize photo or videos contests and include voting stages or recruiting. All the contest apps in the platform are optimized for mobile devices and shareable on social media. Use the contests to complement your digital marketing strategy, gather user-generated content, increase brand awareness, and boost engagement.
Anti-fraud voting system to detect and rejects bad/fake entries
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Sin ninguna necesidad de programación.
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Total customization of the contest with your brand image and products
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Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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Personalize the contest entry form to get the data you need
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Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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Et has minim elitr intellegat. Mea aeterno eleifend antiopam ad, nam no suscipit quaerendum.
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Manage prizes and select winners. Filter the winners by a variety of parameters
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Empresa con garantía ISO de Seguridad de la información
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