Influencer strategy for Grand’Italia
Grand'Italia
Pillar
Content
2012
Food industry
Influencer Marketing
Italian Inspiration – Grand’Italia has been the Italian quality brand for years with which you can make a delicious pasta, risotto or antipasti easy and fast. The brand is part of GranFood B.V. which markets and distributes multiple international top brands.
Grand’Italia wanted to claim ‘Italian Inspiration’ and position itself as the genuine Italian pasta brand.
Approach
We’ve identified and matched food-related influencers with a passion for Italy and developed the influencer strategy. Most of them were foodbloggers and semi-chefs with a strong social presence. Where at first the influencers were seen as online opinion leaders for the brand, they later became part in communicating with the target audience and integral part of campaigns. One of the campaigns worth mentioning was Grand’Amici, an initiative to promote the warmth (and food) of real-life friendships and bring a little Italy to The Netherlands. This resulted in 300 friends eating an awesome Italian dinner together on one big event.
Effect
The influencer program contributed to some impressive results. Grand’Italia’s fanbase grew with more than 30.000 fans (63%) and managed to generate an online share-of-voice of 36%. Also, Grand’Italia became winner in their respective store category in the supermarket.
Growth of fanbase
Online share-of-voice generated
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