Egg & bacon, milk & cookies, social media & food and drink. No, you’re not reading a shopping list with a pretty odd last line, you’re reading a list of pairings that are simply made for each other.
Social media & food and drink is an iconic pairing, who hasn’t shared a video of a stunning cocktail at their favourite bar or plate of food fit for royalty on their Instagram feed?
Here at Hatch, we’ve literally made it our job to do this, showcasing food and drink brands in the best possible way on social media, telling the story and provenance of the UK’s best food and beverage brands to entice customers to get it in their basket.
We’re always on the lookout for great food & drink campaigns that inspire us, so we thought we’d share some of our favourites and spread the inspiration like soft butter on warm toast…
Clubcard Accepted
This one is beautifully simple. Ask yourself this; how cool would it be to become the voice of the Tesco self-checkout? The only correct answer is extremely cool. In 2022 Tesco offered TikTok users the chance to do just this with their #TescoVoiceOfCheckout campaign, encouraging fans to duet their TikTok content to audition to become the voice of the self-service checkout.
Within 24 hours, the campaign content had achieved 5 million organic views, topping out at 42 million video views with nearly 3,000 entries across the span of the 10-day campaign. Most importantly, Tesco saw a 12% shift in awareness and 4% uplift in likelihood to recommend Tesco Clubcard. Winner, winner, Tesco Meal Deal dinner.
@tesco The wait is over! The new #tescovoiceofcheckout is… @dogtor_who ! Listen in-store up to 27th Nov when scanning your Clubcard/App at self-checkouts.
Burger King x Stevenage FC
If there’s anything we love more than food and beverage at Hatch, it’s sport, so when the two are combined we’re like kids in a candy shop.
In June 2019, the global fast-food giants became the front of shirt sponsor for regional football minnows, Stevenage FC, leaving many football fans scratching their heads.
By sponsoring Stevenage FC’s shirt, Burger King guaranteed that their branding would feature in one of the biggest video games in the world, FIFA. They then challenged gamers around the globe to take on the #StevenageChallenge to build a world class team wearing the Stevenage FC kit and share their best goals on Twitter.
Whilst Stevenage languished in League 2, the results were nothing short of Champions League. Fans shared 25,000 clips of them scoring in the Burger King sponsored kits, Stevenage became the most used team in career mode and the club sold out of shirts for the first time in their history.
Like Two Peas in a Pod…
We’re going to blow our own trumpets here and show you that not every amazing social media campaign requires huge budgets to succeed. The humble pea is one of the most versatile vegetables in the UK and isn’t often viewed as being sexy, but that didn’t stop us from creating a Valentine’s campaign all about peas with the British Growers Association.
You’ve heard the saying “like two peas in a pod”, but what if you could name two peas in an actual pod growing in England as a gift for your loved one? Well, that’s exactly what we did. We created a dedicated webpage for pea-lovers to name their peas and each received a unique certificate showing where their peas were growing and their names.
The tongue in cheek campaign was promoted across social channels and delivered an 41.5% uplift in engagements and 8.1% more impressions than the previous comparable period, a pea-normous return for Yes Peas and the British Growers Association.
If you’re looking for ways to elevate your food and drink brand on social media, get in touch with the team directly for a completely free brand consultation from the Hatch Food and Beverage team, no string (beans) attached. Simply get in touch with us here.
