Rutger Bakt's focaccia
We created an inspiring campaign around Looye Honey Tomatoes in collaboration with Rutger Bakt: the baking expert of the Netherlands. For many consumers, Easter is all about getting together and enjoying a delicious brunch. A dish from Rutger Bakt could be a perfect part of this. That's why we used Rutger as a PR tool and had him make a delicious Honey Tomato focaccia.
This hero recipe formed the core of the campaign, supplemented with an article containing Rutger's baking tips for Easter. This recipe was distributed by Rutger through his channels and further boosted by Looye among the right target group. Forty festive Easter press packages were distributed in collaboration with Rutger and the article was pitched for media publications. This increased the visibility of Looye Honey Tomatoes. The campaign led to high views and engagement on social media, various media and influencer publications, and thus to a lot of inspiration to get started with Looye Honey Tomatoes during Easter.
From strategy to activation with a festive twist
We created a valuable collaboration with Rutger Bakt, who made a special tomato focaccia recipe. His recipe was shared via his blog, Instagram and other social channels, which generated a lot of visibility and engagement. Because Rutger was actively involved in the creative process from the outset, the collaboration felt authentic and the content resonated well with his followers. In addition, we wrote an inspiring article together with Rutger, which we pitched to relevant media, generating extra editorial attention. To further increase the reach, Looye purchased the content so that it could be used and promoted via its own channels, aimed at reaching the right target group.
To stimulate additional activation, we sent 40 festive Easter press packages to relevant media outlets and selected influencers. The packs contained all the ingredients needed to make the focaccia yourself, which led to a lot of targeted content for Looye.
We also focused on a layered influencer strategy: from a permanent ambassador to five micro-influencers and fifteen consumer influencers. These collaborations took place on both Instagram and TikTok, enabling us to reach different target groups with inspiring and user-friendly content. The influencers shared unboxings, step-by-step cooking videos and atmospheric images of their Easter table, among other things, which generated a lot of engagement and user-generated content.
This combination of recipes, creative content, packages and strategic media and influencer engagement with expert baker Rutger Bakt brought Looye Honey Tomatoes to the attention of consumers in an appealing way around Easter. The campaign resulted in strong visibility, high engagement and positive associations with the brand within the target group.