Baxters Food Group has launched a new digitally-led campaign, #GetTopping, for its new Deli Toppers range of street food inspired pickles.
The campaign was developed by lead agency The Big Kick, and uses 20 foodie influencers (bloggers/vloggers) to drive advocacy of the new product online. The Big Kick came up with a content strategy and online creative hub that houses the campaign activity.
The “#GetTopping” campaign sees each influencer posting up to four recipes and ‘hacks’ and sharing via their social media channels and on the Baxters hub (delitoppers.com). The hub also offers the chance to win 1 of 100 Deli Toppers jars being given away daily, as well as encouraging consumers to post a picture with #GetTopping for a chance to win other prizes.
Christine Clarke, Head of Marketing for Baxters Food Group, comments: “Street food and casual dining is booming in the UK – Deli Toppers takes this trend and helps consumers recreate the flavours they love from their favourite dining experience, in their own home. These bold and lively ingredients will add a modern kick to the fixture and, importantly, help to bring younger shoppers to the category. It’s a store cupboard essential for people who love to get creative in the kitchen. Quite simply, they can’t be topped!”
Barbara Holgate, Managing Partner for The Big Kick, adds: “It’s an exciting time for brands using this space to reach their audience. Consumers are continually seeking out recommendations and advice from bloggers and vloggers who they actively follow online, so for brands to be talked about and recommended in this way offers an authenticity and legitimacy other channels can’t offer.”
Inspired by the street food revolution with its colourful flavour and taste combinations, Deli Toppers are a versatile range of toppings, created for foodies looking to add a flavoursome finish to dishes at home such as hot dogs, pulled pork, salads or wraps. There are four deliciously bold varieties to choose from – Red Slaw, Spicy Slaw, Red Onion and Jalapeños.
