Spekko Rice has launched a social media campaign. The initiative, called '7 Days 7 Ways', has been launched in partnership with MullenLowe. The campaign was a collaboration with twelve influential, energetic foodie and chef influencers — all with the aim of positively altering consumer perceptions of rice.
Every day, each influencer received a carefully curated Spekko Rice 'Feed Your Curiosity' fresh ingredients box. They were tasked to prepare dishes that were tantalising and unexpected, moving rice from being a side dish to the central theme on the plate for breakfast, lunch, snack, dinner and dessert, says MullenLowe.
The influencers shared their cooking experiences, including their spills and thrills, which kept the content engaging and authentic — and effectively inspired their followers to see rice differently, says MullenLowe.
The marketing agency adds that the dishes prepared by the influencers include:
- chocolate and cinnamon arancini balls
- cheesy rice waffles
- ham and herb frittata
- tropical summer parfait, and
- braised chakalaka oxtail.
The campaign hit home, with the result that mid-campaign the reach amounted to over 11.3 million, generating over 1.4 million views and numerous positive comments on social media, says MullenLowe.
MullenLowe adds that a social media competition was launched where winners received the '7 Days 7 Ways' box, to join in the taste adventure. The competition had over 43 000 entries.
According to MullenLowe, the influencers, targeting different consumer groups and with a combined follower base of over five million, comprise:
- chef Zanele van Zyl
- Herman Lensing
- Luyanda Mafanya
- Gadija Sydow
- chef Nono Mtshali from Durban
- chef Liziwe Matloha
- Clement Pedro
- chef Mmule Setati
- Mash Mugwena
- Khanya Mzongwana
- Lerato Kganyago from Metro FM, and
- Mrwoza Buthelezi from Ukhozi FM.
Sarah Dexter, CEO of MullenLowe South Africa, concludes, "The aim of the '7 Days 7 Ways' campaign was to showcase the versatility of Spekko rice and demonstrate its premium quality. Furthermore, the campaign celebrated South African foodies and chefs who, like the Spekko brand, enjoy challenging the status quo of cooking. As a result, the campaign reached far and wide, and succeeded in showing how experimenting leads to fresh new flavours and recipes."
Individuals are encouraged to watch the campaign showreel here.
For more information, visit www.southafrica.mullenlowe.com. You can also follow MullenLowe on Facebook, X, or on Instagram.
*Image courtesy of contributor