Food Should Taste Good, a brand of all-natural snacks, had a need to raise awareness, encourage trail and grow it’s Facebook community. To solve this we created ‘Follow The Flavors,’ a socially driven campaign aimed to encourage engagement by celebrating the brands variety of flavors. Every week for 2.5 months, we highlighted a different flavor by shared facts, games, quizes, playlists, recipes and giveaways. The campaign was centered around a Wordpress blog which was populated several times a day with a variety of flavor related content. In addition to the content hub, we leveraged a partnership with Context Optional to develop 25+ Facebook apps which drove our high levels of engagement.
Within 48 hours of launching the campaign the FSTG likes on Facebook grew from 7,000 to over 100,000. Ultimately by the end of the campaign FSTG ended up with over 155,00 likes and engagement rate triple there average pre-campaign.
2011 Gold REGGIE Award, "Follow the Flavors" - Food Should Taste Good - Best in Social Media
2011 Design of the Times Winner (Silver), "Let's Summer"- Food Should Taste Good - Supermarket/Grocery category