A Asparagus Road Trip

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With the goal of increasing visitor numbers and dwell time on ufs.com, in 2018 we realized the annual seasonal activation of Sauce Hollandaise and the associated asparagus promotion for Unilever Food Solutions, with a special focus on content marketing. The overarching idea developed: “Rolling Spring – Chefmanship on Tour” – a culinary road trip through the asparagus season.

More about the project

Client
Unilever Food Solutions

Industry
Food

Service
Branding
Print
Motion
Content
Event
Social Media

Partners
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From the initial concept to the highlight of the promotion – the Rolling Spring Event – this project called for every agency service: from the creative workshop to develop customer personas, the subsequent concept development and creation of a targeted social media and content strategy, through the production of accompanying advertising materials and all content in text, image and moving image, right through to supervising the photo shoot, retouching the images and organizing and handling the entire promotion and the event.

Unilever Food Solutions Rolling Spring Content Marketing (3)

The mobile pop-up trend and experiential gastronomy meet exclusive, seasonal culinary delights with new accents and ideas.
Cook’n’Roll: Over several months, the asparagus promotion accompanied the preparation of a “mobile pop-up restaurant” on ufs.com, which, in the form of a tour bus converted into a restaurant, offered a limited number of seats for restaurateurs on 8 evenings in 8 cities. In the spirit of innovative pop-up events, an extraordinary spring menu was served for just one evening at various locations in Germany and Austria. On board the gourmet liner: The Culinary Fachberater from Unilever Food Solutions, who served their innovative asparagus creations in a four-course menu.

Targeted impulses with relevance for all target groups frequented the website throughout the entire promotion period.
Exclusive and limited: The raffle for the coveted seats created incentives for restaurateurs in particular. In addition, customers were involved in the preparation of the pop-up event and could, for example, influence the menu via online voting.

Unilever Food Solutions Rolling Spring Content Marketing

Unilever Food Solutions Rolling Spring Content Marketing (4)

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Unilever Food Solutions Rolling Spring Content Marketing (7)

Unilever Food Solutions Rolling Spring Content Marketing (8)

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Weekly Asparagus News
Storytelling with topicality: We showed how versatile asparagus can be used on the website and social media channels: For over 14 weeks, we provided extensive relevant kitchen knowledge and background information on asparagus and the season, constantly new recipes, info, insider tips and highlights – right down to drink pairings. For the latter, the expertise of two bartenders from Berlin was sought, who provided contemporary content with individual asparagus cocktail creations. Fresh. Exciting. Surprising. This way, customers not only got to know UFS and asparagus from completely new sides, but also regularly benefited from new inspirations for four months. The message: Don’t forget to click – it’s worth it!