In 2015, Canadian Lentils wanted to create an awareness campaign to help boost the popularity of lentils and show how fun, versatile and delicious a lentil dish could be. Challenge accepted!
The Fun-de-Lentil Tour was created. Seven cities across Canada were chosen and a selection of 24 restaurants participated in spreading some lentil love. Top chefs created dishes, all inspired by lentils.
They showed just how easy it is to cook with them, how delicious they can be and how nutritious they really are. Foodies were out enjoying them all through the month of June and voting on their favourite dishes.
To help support the Fun-de-Lentil Tour, we developed a creative marketing strategy that engaged foodies throughout the campaign. All the foodies had to do was eat, vote, win! We built a digital footprint to bring lentils to the forefront of foodies across Canada. With that, a comprehensive digital platform was developed to give online access to information and incentivized foodies to take pictures of their favourite dishes, add designated hashtags and share the lentil love on their preferred social platforms.
Participating restaurants were also incentivized by the contest, and were provided with toolkits that promoted the campaign including everything from coasters to posters. With the proper support in place, social media was amplified with multiple daily hits on Twitter, Facebook and Instagram. Exclusive online media exposure on leading digital platforms was covered by food and drink sections across Canada, including the National Post and Gastropost.
Accolades: Best of CAMA Website Design: Microsite, Promotional, Best of CAMA Best of Show: Electronic Media, Best of CAMA Contests
The Fun-de-Lentil Tour was created. Seven cities across Canada were chosen and a selection of 24 restaurants participated in spreading some lentil love. Top chefs created dishes, all inspired by lentils.
They showed just how easy it is to cook with them, how delicious they can be and how nutritious they really are. Foodies were out enjoying them all through the month of June and voting on their favourite dishes.
To help support the Fun-de-Lentil Tour, we developed a creative marketing strategy that engaged foodies throughout the campaign. All the foodies had to do was eat, vote, win! We built a digital footprint to bring lentils to the forefront of foodies across Canada. With that, a comprehensive digital platform was developed to give online access to information and incentivized foodies to take pictures of their favourite dishes, add designated hashtags and share the lentil love on their preferred social platforms.
Participating restaurants were also incentivized by the contest, and were provided with toolkits that promoted the campaign including everything from coasters to posters. With the proper support in place, social media was amplified with multiple daily hits on Twitter, Facebook and Instagram. Exclusive online media exposure on leading digital platforms was covered by food and drink sections across Canada, including the National Post and Gastropost.
In the end, exciting dishes were savoured, restaurants competed for votes and the love for lentils spread quickly throughout this great nation. In a single month, the Fun-de-Lentil Tour resulted in: 19,322 total voters, 43,336 site visitors, 1,479,020 total impressions
The campaign also built awareness and set the stage for subsequent contests, social activity and user-generated content. We developed an audience, a channel and created an abundance of content that lives on through social and online avenues.
Concepts
