7DAYS partners with grocery chain for cooking video series

By Mark Rix

The Easy Eats partnership between 7DAYS and local grocery chain Spinneys was created to provide unique content, build footfall, increase sales, increase reach, and engage customers.

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.

About Mark Rix