In the age of #foodporn and #cleaneating and with shows like Masterchef and My Kitchen Rules dominating our tv, everyone wants to think that they're a little bit of a chef. So for this week's Flashback Friday, we thought we would revisit the Find Your Inner Chef campaign we produced for Gourmet Garden.
SMART tapped into an increasingly popular desire for the common home cook to be the next Jamie Oliver or Gordon Ramsay and transformed ordinary mums and dads into culinary geniuses with mysterious foreign accents and perplexing catch phrases, much to the shock of family members who had become unwitting sous-chefs.
In addition, SMART’s research showed that Gourmet Garden products sometimes sat neglected and forgotten at the back of the fridge, so an industrial product designer was briefed to develop the Gourmet Garden fridge herb rack to house an entire herb selection. Across free to air TV, select ‘foodie’ pay TV channels, radio, print and online, the Find Your Inner Chef campaign brought Gourmet Garden to top of mind and prime fridge position.
The Find Your Inner Chef campaign far exceeded expectations, capturing the hearts and appetites of foodies. Post campaign ad tracking revealed a post-viewing purchase intent of 67%, and first place brand recall for the TV. In the first year of the new communications plan, Gourmet Garden achieved their 2015 goal of being the number two brand in the herbs and spices category. It continued to improve its prominence in the fresh produce section of Woolworths, Coles and Bilo and was exporting to the US, Canada, the UK, Europe and New Zealand.
Before you don your cravat and tuck into a chicken mousse stuffed pig’s trotter or a similarly exotic-yet-oh-so-wrong sounding dish tonight, be sure to Instagram it #foodporn #nomnomnom.