The brand established two basic requirements. Firstly, to improve its brand positioning to encourage consumers to eat more quality natural vegetables. Secondly, to present the “A touch of” range, as an ingredient to enhance recipes and as a different and fun way of eating vegetables adapted to market trends. To do so, we launched a recipe challenge/contest on Instagram. We contacted 10 food influencers from various areas of gastronomy to reach all types of end consumers: vegetal lovers, fresh hedonist cook and balance on a diet.
The concept consisted of participants designing a creative recipe with “A touch of” products, which they had to publish in the form of a post or video on their Instagram accounts.