Del Monte seeks to build awareness of its products through a blogger recipe carnival in partnership with Indiblogger, an Indian blogger community.
Most of us are aware of Del Monte and love its processed food and beverage products, but we wouldn’t be aware of World Foody, a site for all adventurous food lovers, created by Del Monte. From pure vegetarian recipes to party planners and world cuisines, the site is a food lovers delight and has more than 84K fans on its Facebook page.
In a smart attempt to build awareness, Del Monte has brought the Del Monte Blogger Recipe Carnival for bloggers, who can help spread the word. Bloggers have been invited to send in their recipes using one or more Del Monte products and the most innovative recipes chosen by a Del Monte Chef will win exciting prizes like Samsung Netbooks, Samsung Galaxy Ace, Samsung Galaxy Y and a chance to get featured on WorldFoody.com.
About the Del Monte Blogger Recipe Carnival
The contest has been hosted at Indiblogger, an Indian blogger community and is on till the 22nd of September. It is open for all bloggers who can cook up a yummy dish with the help of Del Monte products, and not only the food bloggers.
The contest page has summarised all the details one would require to participate. Contest Rules have been listed along with the Terms & Conditions. Bloggers need to give fresh entries that would be judged on the basis of creativity, originality and yumminess!
The contest does ask for a link in your recipe to the World Foody Facebook page and also displays the hashtag to be used while sharing your entry on Twitter.
Another interesting aspect of the blogging contest is the forum, where bloggers have the freedom to get their queries clarified with fellow bloggers and the Indiblogger team.
Does it work for Del Monte?
For a processed food and beverages brand like Del Monte, engaging with a blogger community and employing them to spread the word is an ingenious move. The brand strengthens its position as the ‘go to’ destination for quick and yummy food ideas via their food site – WorldFoody and also this Recipe carnival that builds relevant traffic to the site.
With the Recipe Carnival at Indiblogger, Del Monte not only promotes its products and its food site but also involves consumers to innovate their recipes with the range of products from the brand. Moreover, bloggers would make a rush to buy Del Monte products to participate in the contest!
The campaign surely works in the favour of Del Monte but it could be better integrated with other social platforms in addition to blogs. As of now, the campaign comes across as a ‘like’ campaign to increase its fan following on Facebook alone. As food loving communities are spread across all social platforms, campaigns need to reach out to all of them in a more structured manner. For instance, Del Monte could work on these loopholes to create an all round visibility for its food site:
1. Create a link from Facebook to blogging contest too: It is a good thing that bloggers are required to give a link to the Facebook page but there is nothing mentioned about the blogging contest on the Facebook page. Though the contest has been promoted well on WorldFoody site, how many fans on your Facebook page will visit your website? Some promotion on the timeline about the Recipe Carnival could build awareness for the 84K+ fans in the Facebook page.
2. Associating the hashtag along with the brand’s Twitter handle: Displaying the hashtag to be used when sharing entries on Twitter is a good idea but without associating the brand’s Twitter handle, it does not do much for the brand. I did search for Del Monte India specific Twitter handle but didn’t find it. Probably, this could be used in conjunction with the hashtag to create a buzz on Twitter too.
To add to all this, I feel the brand is getting more value in terms of what it is giving away and hence should include a complimentary Del Monte product for every participant in the Recipe Carnival, what do you say?