When you think about microwaveable glassware, you think of Borosil. But there isn’t much exposure on Borosil products or how it can make the food cooked by you look more beautiful. This led brand Borosil looking to position itself as a brand to reckon with among young food lovers. It wanted to establish that food looks better or beautiful when it is served in Borosil products.
With this as the main objective, the brand embarked on a ‘Beautiful food’ social media campaign, executed by its digital agency Social Kinnect. With two additional goals to be achieved with the campaign, ‘Beautiful Food’ planned:
- To position Borosil as a brand which makes all the food cooked by you look more beautiful, when being served or prepared in Borosil products
- To create interesting conversations around recipes and create a network of great food shots with Borosil products
- Make sure there is good quality content in the digital space about Borosil and food prepared and served with it
Beautiful food was designed with the following insights:
The digital platform has become the new hub for food obsessed people - from tweeting about the delectable Belgian waffle they just ate and discovering recipes on image-centric cooking blogs to checking into the hottest new restaurants, people are turning to digital platforms to help satiate their cravings.
Food-tography as a whole has taken over social media platforms across the world by storm encouraging users to share engage for the love of food.
In this day and age, focus has moved away from recipes and driven to the presentation of food and food styling. We know that good food can be prepared by all, but presentation and styling of food is in the hands of a few.
The campaign was designed to showcase Borosil with the simple delights of beautiful food, and appealing and engaging the food lovers, bloggers and the cooking community with a 2 phased approach.
In Phase 1, fans were asked to take pictures of #BeautifulFood and post it on the brand’s Facebook page or Twitter handle and winners were given Borosil products.
In Phase 2 Round 1, a blogging contest was launched at IndiBlogger where bloggers had to describe a delicious mouth watering meal, using words only and no images. The posts which inspired the most hunger won prizes and went ahead to round 2.
50 best bloggers were chosen for round 2. These bloggers received hampers of Borosil products, in which they had to prepare dishes and serve in. The bloggers had to click pictures of the amazing food they had cooked and served in Borosil. The idea was to show that food looks beautiful when served in Borosil through pictures. The winner was selected on the best pictures and presentation. The winner stood the chance to feature on Zee Khana Khazana’s show Health Bhi Taste Bhi.
Simultaneously, conversations with the top 50 bloggers were also done on Twitter to connect with them and learn about their #BeautifulFood experience. This resulted in an overwhelming response on Twitter.
- Campaign received 350 blog entries in just 20 days
- 100% increase in Facebook engagement
- 50% increase in website traffic
- Crossed 100,000 fans milestone on Facebook