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MullenLowe recently launched a social media campaign for Spekko called “7 Days 7 Ways”. The campaign worked with 12 powerful and dynamic foodie and chef influencers to positively change consumers’ perceptions of rice.
The influencers, who target different consumer groups and have a combined following of over 5 million, include chefs Zanele van Zyl, Herman Lensing, Luyanda Mafanya, Gadija Sydow, chef Nono Mtshali from Durban, chef Liziwe Matloha, Clement Pedro, chef Mmule Setati, Mash Mugwena and Khanya Mzongwana. Lerato Kganyago of Metro FM and Mrwoza Buthelezi of Ukhozi FM also make up the team.
Every day, each influencer will receive a carefully selected Bacon Rice “Satisfy Your Curiosity” fresh ingredient boxes and take charge of preparing tantalizing and unexpected dishes that transform rice from a side dish to a central theme on breakfast, lunch, snack, dinner and dessert plates. These dishes include chocolate and cinnamon arancini balls, cheese rice waffles, ham and herb omelettes, tropical summer parfaits and braised chakalaka oxtail.
Influencers shared their cooking experiences, including their spills and excitement, in an engaging and authentic way, effectively inspiring their followers to look at rice differently. The campaign was a huge success, reaching over 11.3 million people during the campaign, generating over 1.4 million views and a ton of positive comments on social media. In addition, a social media contest was launched, with the winner receiving a 7 Day 7 Ways gift box to join in on the taste adventure. The contest had over 43,000 entries.
Sarah Dexter, Chief Executive Officer MullenLowe South Africa“The 7 Days 7 Ways to Cook campaign was designed to showcase the versatility of Spekko rice and demonstrate its premium quality. It also celebrated South African foodies and chefs who, like the Spekko brand, love to challenge the culinary status quo. As a result, the campaign had a wide reach and successfully demonstrated how experimentation can create entirely new flavors and recipes.”
Click here to watch the event video:
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