Promotion of the know-how and the qualities of the traditional products of the artisan bakers and confectioners in Wallonia
Data , Social Media , Digital
The context
More and more people are buying their bread in supermarkets to save time and because they are unaware of the taste and health benefits of artisanal bread vs industrial bread. To guarantee these qualities, the label ‘Maîtres Boulangers-Pâtissiers promotes the know-how and the qualities of the traditional products of the artisan bakers and confectioners in Wallonia.
The challenge
Twofold. Firstly, create awareness around the label ‘Maîtres Boulangers-Pâtissiers’ and convince customers to trust their artisan bakers to enjoy the pleasure of higher quality traditional bread. Secondly, recruit and activate Walloon bakers to join the label and help promoting quality artisanal bakery products.
The solution
First, we created a website where visitors could discover the charter of quality of the artisan bakers, find the artisan bakers near them, enjoy original recipes and participate in a 1 year free bread contest. Then we engaged the customers on Facebook with quality and varied content (tips and news, events, behind the scene videos, recipes video capsules with Gérald Wathelet, a very well known food influencer,…) The fans of the page of the Maîtres Boulangers-Pâtissiers proved to be a very receptive and enthusiastic community. We also made a recruitment DM to entice the Walloon bakers to join and promote the label and we provided them with a POS kit (window stickers, calendars, posters, bread bags,…) to promote both the label and the contest.
The result
The analysis of the engagement rates on the Facebook page and publications showed that the Maîtres Boulangers-Pâtissiers fans represented a very receptive and enthusiastic community.
As of 31/12/2018, the page has attracted 20.197 fans (against KPI of 15.000)
More than 64.614 people have engaged (comments-likes-shares) on the publications and via advertising.
The contest attracted 13.108 participants in one-month time.
597 bakers subscribed to the Maîtres Boulangers-Pâtissiers campaign.
