CNIEL BUTTER

Communications Strategy, Public & Media Relations Influencer, Affiliate Event
Promoting the pleasures of French butter in the midst of a pandemic

PROJECT BRIEF

Promoting the pleasures of French butter in the midst of a pandemic
In the final year of a three-year marketing campaign with the European Union, CNIEL, the umbrella organisation that represents the French dairy industry, partnered with EQ to drive local interest in French butter products using a primarily media and social media influencer-driven strategy.

Services


Public and Media Relations

Market Insights

Influencers

Digital and Social Strategy

Creative Writing

CHALLENGES

Organising a marketing campaign during a global pandemic and in the lead-up to the busy end-of-year season provided challenging conditions to navigate, in light of social distancing guidelines that remained in place throughout 2020. As such, this project required a delicate balancing act between fulfilling the client’s needs while adhering to hard and soft guidelines around health restrictions and cultural sensitivity, respectively.



SOLUTIONS

Creative Strategy

Given a fortuitous lull between the second and third waves of coronavirus infections locally, we were able to move ahead with hosting food and lifestyle media, bloggers, and KOLs for an in-person culinary workshop with Asia’s Best Female Chef 2017 and Little Bao founder, May Chow, while observing the latest government health guidelines. Our focus was on creating buzz across social media platforms – in particular Instagram, Facebook, and blogs – around the creative possibilities of colorful butter-based sauces. We also highlighted the butter manufacturing process to draw attention to the care and craft behind the long and rich French tradition of cooking with butter.


Results

After just one month, the event had been featured in the likes of Foodie, Honeycombers and Localiiz, for a total of 37 online articles that garnered 910,000 impressions and a total reach of 3.78 million. The success of this event bolstered our celebrity-based approach to enhancing client projects in a stimulating and fun manner.




No items found.

Sign up for our Trendsletter to stay informed about our most recent projects, interviews and design articles.

>

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

free coffee consultation