The concept was a five-part online cooking series, starring Chef Emily Shardlow-Price, editor of Spenneys Food magazine. The series, five three-minute “Webisodes” produced by 7DAYS in liaison with Spinneys, would:
- Reflect the content, values, and priorities of both 7DAYS and Spinneys.
- Promote only healthy eating through cooking and the use of fresh, unprocessed ingredients.
- Showcase a simple, impressive recipe that 7DAYS followers could easily make at home.
The campaign ran over a six-week period, with episodes running every Wednesday. The episodes were hosted on a dedicated channel on a 7DAYS Vimeo page, with each recipe available as a PDF download. The entire series was heavily promoted on 7DAYS social media platforms, with most emphasis on Facebook and Twitter.
- Product unique, engaging native video content that is appealing to the multi-channel audience of 7DAYS, as well as Spinneys customers.
- Utilise “native” video content as the bedrock of the campaign.
- Deliver deep engagement for Spinneys by associating their brand with high-quality, informative, and entertaining content produce with the brand’s target demographic in focus.
The results were impressive:
- 12 Facebook posts yielded a total reach of 652,614 and total views of 154,073 (28,828 of whom watched for more than 30 seconds).
- 99 tweets yielded 107,564 total impressions.
- Videos were viewed 2,054 times with 334 recipes downloaded.
- Total reach: 750,00l.
- Total video views: 155,000.
Easy Eats demonstrated 7DAYS’ creativity and media production agility in a multi-channel environment. This six-week campaign enjoyed significant traction with followers of 7DAYS’ unique content and delivered against Spinneys strategic objectives — No. 1 of which is to be in position as a leader in food.