As the cold season approaches, cheese is popular comfort food! How can we celebrate the arrival of winter with original recipe ideas to delight the taste buds of young and old alike?
Babybel®, the snack cheese par excellence, has found the solution: the mini-fondue! It was the perfect opportunity for the Made in team to examine the cheese lovers’ market and find new creative and gourmet content creators.
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Reinventing the traditional fondue and offering to eat its famous cheese on a mini-fondue: this is the new must-try recipe from Babybel®.
The secret? An original Mini-Babybel®, 30 seconds in the microwave and your mini-fondue is ready!
How do you inspire a new use for Babybel® cheese among young parents and millennials?
Who to collaborate with to demonstrate this original version of the fondue and generate interest? Made in developed an effective campaign strategy to build awareness and consideration while informing and entertaining the target audience.
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Made In deployed a mouth-watering influencer campaign for all Canadian foodies:
A total of 5 foodie and lifestyle influencers, targeting cool parents and young adults on Instagram and TikTok produced content pieces that were as playful as they were creative featuring the famous mini-fondue. The 23 pieces of content generated a total of 371,000 organic impressions while reaching 515,000 followers.
An e-pr campaign was also implemented with a dozen more niche content creators with smaller audiences. To generate excitement and interest among influencers, the Made in team carefully selected accessories that matched the Babybel® brand, such as an oak wood cutting board and a bright red ramekin.
The key to the success of this campaign? The creation of videos such as TikToks and Reels that capitalize on the family and comforting moments that the mini-fondue can bring. The diversity and complementarity of the influencers’ profiles also gave Babybel® great visibility.
The campaign generated extremely positive comments that piqued the curiosity of Internet users and made them want to try this revisited fondue. An engagement rate of over 6.87% on TikTok and 2.93% on Instagram, reveal the success of this campaign.
These outstanding results are based on several attributes: a well-thought-out strategy, complementary influencer profiles, well-defined key messages, and a variety of formats and platforms.
Let’s raise a glass to this campaign, which positioned the mini-fondue as a source of comfort and instant indulgence!
