Is there life beyond salami buns?! An investigation with brand new digital tools

The brief

DOUPLA partnered with Herz for a campaign to find the answer to the title question... SPOILER ALERT: The answer is Hell yeah!

In Spring 2017 we had the opportunity to work together with one of Hungary's most popular cold cut brands to enhance their social media presence and create an online strategy for their upcoming campaign, Sandwich Chef.

The solution

Our goal was not only to educate people about Herz products but also inspire them to experiment in their own kitchen. Planning the online pillars of the campaign, we looked for the latest digital trends to broadcast the Herz-message to costumers in the most mouth-watering way.

Tools

• Main platform The brand's Facebook and Instagram page
• Culinary influencers In the first phase 3 well-known food bloggers were involved into the campaign to create brand new Herz sandwiches. Feri Szatmári @fozelekesferi, Ági Winkler @minimaltemptations and Palkó Görbe @serpenyővirtuóz proved that there are endless possibilities beyond a good old salami bun! They designed sandwiches using unsual and modern ingredients, that are readily available in most supermarkets.
• Tasty videos and photos As result of the collaboration, we shot 20 delicious tutorial videos to demonstrate how easy it is to prepare gourmet sandwiches using Herz products. These one-minute-long and extremely appetizing videos made it possible for anybody to reproduce the sandwiches at home.The videos were followed by a photoshoot. The images were published with the recipes on the website of the brand at the same time as the videos. Our three sandwich chefs proved that anybody can become a sandwich artisan who’s hungry enough and has a pack of Herz salami on hand.
• Premium UGC In the second phase of the campaign, over 500 brand ambassadors were chosen after an online registration process. They became collaborators in a 4-week-long social media activation. We came up with the idea the idea for a 4-step challenge series to increase UGC and avoid „prize hunters”. The brand ambassadors got a new sandwich-related challenge each week via e-mail. In order to stay in the game they had to complete all tasks and share the end result on their social media profiles with the hashtag #mutimitherzelsz.
• Herz promotional package We provided branded starter pack for the competition: a chilled Herz gift package was sent by delivery services to each Herz-ambassadors. Contents of the package included:product samples (Herz ham and salami), branded accessories for sandwich decoration (tiny flag, sticker, background for shooting) and a cover letter adressed to the ambassador. The new brand ambassadors could get inspiration from Herz gastro bloggers and the tasty videos then add their own creativity to the recipes. So the mechanism was simple: Make it! Take a pic! Share with #mutimithezelsz!
• Festival presence In the third phase Herz focused on summer festivals to reach members of the target group, bringing the delicious Herz experience to numerous festivals and events (VOLT, Balaton Sound, EFOTT, Campus, Sziget, B.my.Lake festival, Andrassy Steertfood Show and Budapest Park). Herz Food Trucks served as brand ambassadors on wheels: they boosted the popularity of the sandwiches throughout the country.

Results

• The campaign resulted thousands of high quality UGC which were also published on the brand’s website and social media platforms
• Increase brand relevance within the target group
• Introduce product range to target group
• Redound trying and re-buying
• Increase brand loyalty