An asparagus road trip

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

More about the project

Customer
Unilever Food Solutions

Industry
Food

Offering
Branding
Print
Motion
Content
Event
Social Media

Partners
Haste words

From the initial concept to the highlight of the promotion – the Rolling Spring Event – this project required all agency services: from the creative workshop to develop customer personas, the subsequent concept development and creation of a targeted social media and content strategy, to the creation of accompanying advertising materials and all content in text, image and moving image, to the supervision of the photo shoot, the post-processing of the images and the organization and execution of the entire promotion and event.

Unilever Food Solutions Rolling Spring Content Marketing (3)

Mobile pop-up trends and experiential gastronomy meet exclusive, seasonal culinary delights with new accents and ideas.
Cook'n'Roll: For several months, the asparagus promotion accompanied the preparation of a "mobile pop-up restaurant" on ufs.com. This restaurant, housed in a converted tour bus, offered a limited number of seats for restaurateurs on eight evenings in eight cities. In keeping with the innovative pop-up event concept, an exceptional spring menu was served for one evening only at various locations in Germany and Austria. On board the gourmet liner were the culinary consultants from Unilever Food Solutions, who presented their innovative asparagus creations in a four-course menu.

Targeted messages relevant to all target groups frequented the website throughout the entire promotional period.
Exclusive and limited: The main incentive for restaurateurs was the raffle of the coveted seats. Furthermore, 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

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Unilever Food Solutions Rolling Spring Content Marketing (8)

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Weekly asparagus news
Storytelling with a contemporary edge: We showcased the versatility of asparagus on our website and social media channels. For over 14 weeks, we provided comprehensive and relevant culinary knowledge and background information about asparagus and the season, along with a constant stream of new recipes, information, insider tips, and highlights – right down to beverage pairings. For the latter, we enlisted the expertise of two bartenders from Berlin, who created unique asparagus cocktails to deliver contemporary content. Fresh. Exciting. Surprising. This allowed customers to discover entirely new facets of UFS and asparagus, and benefited from a steady stream of fresh inspiration for four months. The message: Don't forget to click – it's worth it!