Hochland’s brand team asked us for a consumer activation concept which will base on current campaign with the participation of brand hero – Anna Guzik. In this kind of activation consumers digital engagement was just as important as increasing sales with an extra goal to achieve – show that Hochland’s products can be used in variety of ways.
We wanted to create a concept in which the product would can be a main hero, so we placed on activation’s website a lot of recipes in which one of ingredients had to be Hochland’s product. To take part in competition, consumer had to create a dish with one of Hochland’s product, name the dish, and upload the picture of it on activation’s website. That’s how we raised consuments engagement on digital channels, and spread awareness how broad is range of use for Hochland’s products.
Activation attracted great interest of consumers. We received over 200 applications of which each of them was different and very creative, so the choice was very difficult. The work on this competition showed great commitment for Hochland’s brand which was one of the main goals.