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Featured project
A Delicious Food Universe With a Twist
Apetina inspires consumers to make delicious yet affordable everyday food using engaging blog content. Forget about molecular gastronomy and food tweezers. It is, in short, Apetina's mission. That is why, together with Apetina, we have launched a new global platform to lower the barriers to cooking and throw a good portion of food back into the kitchen. At Apetina's new food universe, we dare to promise that you will not meet Mette Blomsterberg or René Redzepi. On the other hand, you are invited into the kitchen with ordinary people - with an uncommon interest in cooking. The content on the site is provided by food bloggers; the real everyday heroes of today. Apetina wanted to boost its digital presence without just becoming one among many cooking brands. But it can be difficult when it is gradually the rule rather than the exception to having a recipe universe and when consumers often find inspiration elsewhere. That is exactly why we invited a number of selected bloggers from Apetina's primary markets to the table. Namely, it provides credibility and authenticity when dinner inspiration is served by a team of busy parents or when an adventurous globetrotter shares his best tips for Mexican cooking. At the same time, the content slips far better when it comes to ordinary people that consumers identify themselves with. We also focused on the joy that comes with food on the design front. Large, delicious food pictures - where the common denominator is cheese in solid, liquid, crumbly, melted, or spreadable form - get the stomach to grumble and teeth to run into water. The entire site - from the navigation to the icons and the finished dishes - is kept in an easily digestible style, which should help to emphasize that delicious food does not have to be so cumbersome. We took care of planning and coordinating content with the bloggers from the six primary markets. In this way, we ensure that every month there are new dishes on the menu for hungry consumers and that Apetina itself gets some time off to handle other tasks. Very few of us skip directly to a branded food universe when we find the smartphone in the kitchen with greasy fingers. We were therefore aware that if we really needed to reach the consumers, we had to catch them there, where they are already seeking inspiration; on Facebook and Instagram. Social media is an obvious choice for distributing content as it gives us a real opportunity to meet consumers - long before the stomach starts to growl and the shopping cart fills up. We took care of the community management section and were thus responsible for creating synergies between the different channels and running competitions and campaigns that get even the most discerning foodie on the cheese cart. http://creuna.com
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