SoFine Foods – SoChicken Sticks

At SoFine Foods we love good food and we work on our mission every day: we prepare and sell plant based food that is not only healthy, sustainable and environmentally-friendly, but above all extremely tasty. In 1963 we started making tofu, for the people who came from Indonesia to the Netherlands. Nowadays we offer an attractive and wide assortment of delicious, vegetable meatfree and tofu products for everyone: young and old, small or big eaters. SoFine is located in Landgraaf, in the south of the Netherlands, close to Belgium and Germany: a perfect starting point to provide all of Europe with our delicious products. Our modern state-of-the-art production facilities meet the highest quality standards. Every day we are ready to fulfil the wishes of customers and consumers, and to exceed expectations in an innovative, sustainable and efficient manner. The most important thing is to get you and the world mad about our delicious plant based products.

Campaign

Last September, SoFine Foods launched a campaign on our influencer marketing platform Join. The campaign was focused around two themes: the SoChichen Sticks, one of SoFine’s newest products, and World Animal Day. Using the hashtag #eetgeendierendag they motivated people to not eat meat on World Animal Day, and choose a vegetarian alternative, the SoChicken Sticks, instead.

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SOOOO FINE….💛 Jaaaah….fijn zijn deze Vegan SoChickenSticks van @sofine_thefriendlyfood zeker! In combinatie met Tagliatelle met Groene Asperges en Avocadosaus….héél erg lekker! Donderdag is het Dierendag en die doopt @wakker_dier om tot ‘EetGeenDierendag’! Doe jij mee? Door met z’n allen deze dag geen dieren te eten redden we 500.000 dieren! Ok! En nu? Deze SoChickenSticks zijn te koop bij @jumbo en het recept van deze Tagliatelle staat nu online dus dan weet jij wat je donderdag gaat eten! Benieuwd? In de link in bio vind je het recept en de review van deze Delicious SoChickenSticks! Njoyyyy!! #soooofine #sofinethefriendlyfood #sochickensticks #eetgeendierendag #dierendag #4oktober #veganfortheanimals #wakkerdier #veganpasta #veganchicken #italianfood #jumbo #veganinspo #foodphoto #foodphotography #foodpic #vegandinner #veganisme #veganism #instadinner #dinnerinspo #vegannl #veganlife #veganlifestyle #plantbasedlife #plantbasedlifestyle #foodie #samenwerking #sofine #foodhealthandhappiness https://foodhealthandhappiness.com/2018/10/01/sooo-fine/

A post shared by KIM | VEGAN 🌱🌱 (@foodhealthandhappiness) on

Strategy

For this campaign, SoFine Foods decided to focus on Instagram and Blogs as their main channels. The content on Instagram consisted of stories and posts – both showing the recipes the influencer developed with the SoChicken sticks, and the eventual results. Blogposts were filled with in-depth information about World Animal Day and SoFine products, and were spiked visually with the visuals that were used for the Instagram posts.

Results

The campaign was a success! Influencers developed various recipes using the SoChicken Sticks, and spread these among their followers. The cumulative following of the influencers on Instagram was over 385K followers, and the average engagement rate on Instagram was over 4.23%. The content is visually appealing, and also serves the World Animal Day theme. You’ll find a summary of the campaign stats below.

10 influencers
15 deliverables
385K reach
4.23% ER