BrandsRock sparks digital conversation for Mediterranean Delicacies

Establishing an online presence for a brand that is already respected in the brick-and-mortar marketplace is no small feat - a lot of time and research goes into selecting the correct channels and identifying the online 'language' that sits most comfortably with the brand's existing target market. This is what the BrandsRock team found when they were recently given the brief to solidify Mediterranean Delicacies' online foothold alongside digital partners, Virtual Architects.
Widely renowned for their humus, olives and other deli products, Mediterranean Delicacies has been offering exciting food solutions to customers in the retail, food service, hospitality and manufacturing sectors since 1988. Founding members Anthony Nichas and John Lourandos originally intended to supply only the catering industry, but the business enjoyed exceptional growth and by the time Costas Vayanos and Ali Buhler joined the team during the course of the 90's, Mediterranean Delicacies was already well on their way to becoming one of South Africa's premier lifestyle brands. Today the Medi Deli logo is synonymous with freshness, superior quality and most importantly, choice.

The digital campaign included the following elements:
  • Various photo shoots to gather images suitable for online use.
  • A more active digital newsletter that serves to inform consumers of new products, competitions and other relevant information.
  • Online competitions that allowed consumers the opportunity to win Mediterranean Delicacies products.
  • Original recipe posts using Mediterranean Delicacies products by bloggers such as The Food Fox, Cape Town Food Blog, The Foodie, My Easy Cooking and A Foodie Lives Here. These bloggers underpin the campaign and their fresh content allows the BrandsRock team to aggregate the content and gain maximum exposure for every piece across multiple digital touch points. The team mixed things up further by including lifestyle and cultural bloggers into the predominantly food blogger line-up to add depth to this exciting and sustainable campaign.
  • Advertisements in e-zines like Crush Online.
  • Frequent Facebook and Twitter updates.
The company has also bolstered the campaign from their side by launching a variety of new products (two to three every two months), which served to extend their already impressive product range and keep bloggers biting at the bit to churn out new posts.

The campaign has been hugely successful and has garnered a lot of online exposure for the brand. In fact, BrandsRock more than doubled Mediterranean Delicacies' Facebook followers to over 3000 in just eight weeks and sales went up in all regions, even after a recent devastating fire at their Johannesburg factory which necessitated that the company temporarily move some of their staff members down to the Cape to keep production on schedule.

The BrandsRock team is keeping their noses to the grindstone and continues to adapt and build out the existing strategy to keep Mediterranean Delicacies on top of the online game.

10 Sep 2012 09:35


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