6 examples of B2B promotional campaigns with chef influencers

Reflects the passion for gastronomy

The passion that the world of gastronomy and cooking arouses has led in recent years to the fact that its recommendations are of high value to the general public, and that its advice is followed by millions of people when making purchasing decisions. Many of these chefs are also media stars with a great capacity to attract consumers in promotional and marketing actions that we implement from companies, therefore, it is increasingly common to find prestigious chefs in promotional and advertising campaigns recommending products of the most diverse nature.

The recommendation and influence capacity of Michelin chefs is so powerful that they are not limited only to products related to gastronomy and food, but, on the contrary, it is not difficult to find them in campaigns from other sectors: let us consider as an example the renowned chef Joan Roca, owner of the El Celler de Can Roca restaurant, who has associated his image with that of a bank, given that advertising no longer talks so much about the image of a product but about "experiences". From the experiences the most prestigious chefs have much to contribute, a similar situation is that of chef Ferrand Adriá, who has developed advertising campaigns together with Telefónica to show the world the importance of the “creative process”. The innovation capacity of the creatives of the promotion and advertising agencies has no limits and, it is proven that having chefs of recognized prestige contributes a plus to the campaigns by raising the perceived value of the promoted product, and, consequently, the results of sales of these campaigns. At Everia we are more aware than ever of the importance of linking our promotional activities to renowned chefs, which is why we have had high restaurant professionals in our campaigns for years. It is an additional value that we offer to our clients to achieve the greatest success in the actions we implement, a plus that contributes to adding value to promotions. For several years now, the prestigious Angel León has been a collaborator of Everia (include link to Angel León's landing), better known as chef of the sea, and whose restaurant (Aponiente) has been distinguished with three Michelin stars. Likewise, we are captivated by the creative capacity of chef Mario Sandoval, (link to landing Mario) distinguished with two Michelin stars in his restaurant Coque (insert link to Coque), and who, thanks to his good work in the kitchen and his communication skills, it has earned a place in the world of the most influential chefs in our country on its own merits. But for what kind of promotional campaigns is it advisable to use the image of “chefs-influencers”? "

What types of campaigns can we do with personalities from the world of gastronomy?

1. Media campaigns. We refer to press campaigns in which the media carries out periodic deliveries of a product (usually for the purchase of the Saturday or Sunday newspaper) until a collection of products is completed. Let's imagine that this campaign is associated with a household product such as kitchen utensils, kitchenware, airtight, food-carrying bags, crockery, glassware, cutlery, etc. Well, in this case the image of the prescribing chef provides an indisputable additional value, but not only his image, also during the development and ideation phase of the promotional action the chef collaborates with Everia in the development of the product, taking into account their technical characteristics, quality, performance, design, etc. You can see some of our press campaigns in whose image our collaborator, chef Angel León appears (insert link to the landing of the collaborator Angel León) as the prescriber of the campaign (insert link to the landing of the press campaign)

2. Promotional campaigns for loyalty in food chains. These are the more than well-known point campaigns that appear in food chains. Its dynamics is that for a purchase of value X, the chain offers points that can be exchanged for products at a lower price and of a higher than average quality. To guarantee the success of this type of customer loyalty campaign, Everia usually uses the image of chefs, which contributes to increasing the perceived value of the product within the point of sale itself, increasing its attractiveness to enhance their priority objective: that the consumer bet on the achievement of the necessary points to access the product. This leads to the increase in the average ticket and the recurrence of the customer, who will concentrate their purchases in the food chain in question in order to obtain the necessary points to access the desired product recommended by the most prestigious chef. See example of this campaign. (insert link to La Sirena campaigns). Examples of La Sirena campaign in images.

3. Promotional campaigns of petrochemical companies Isn't it common for us to go to a service station to refuel and find the image of some chefs on the checkout line counters recommending a kitchenware product? These types of promotional campaigns have been very successful for petrochemical companies in recent years, which have seen their income increase by putting additional products on the market either associated with the refueling ticket or linked to their own loyalty cards. At Everia we have carried out several campaigns of this type, and from experience we can assure that the objectives of the client companies (in this case petrochemical companies) have been more than satisfied. As an example, we cite the campaign …… (insert link to the landing of the campaign if there is one and if not, insert image).

4. Customer loyalty catalog campaigns. Some companies, in addition to their main business object, have other business "accelerators" such as product catalogs. With this, they manage to generate “extra” income while increasing the attractiveness for their customers, who will find one more reason to stay in the loyalty program that they offer. Such is the case of companies such as "Travel Club" that has a catalog of products to buy directly or also associated with a points program. At Everia we carry out this type of catalog campaign through a specific assortment for each client. If we associate the image of these products with the image of one of our collaborating chefs, we will increase their perceived value, as well as the probability of success of these companies' sales programs. Insert here link to the images of the Travel catalog.

5. Promotions from companies that sell a certain category of product and associate their sale with that of another product from another category. We explain ourselves! Let's imagine that a company in the food sector launches a new product and to facilitate testing it in the launch phase and increase its appeal, it associates another product (the latter as a gift). For example: Nestlé launches a new line of soluble coffee and to increase its appeal, it gives away a specific mug associated with the product being launched. Or, continuing with the examples, Pescanova launches a new line of deep-frozen fish and associates it as a gift the specific dish in which to serve that new fish. This type of promotional actions increase the attractiveness of the product, make it easier to test it, increase the volume of sale, and increase the customer's interest in the brand, which is why they are widely used in various sectors, mainly in food, almost always associated to household products for their complementarity. Well, these campaigns will exponentially increase their appeal if they are associated with the image of a chef who “recommends” the joint use of both products. Do we have examples? Include link if so ... 6. Winery campaigns associated with the image of a prestigious sommelier On numerous occasions, the most prestigious wineries offer their clients promotional glasses to taste the promoted wine. From our experience, we can affirm that commercial interest in wine increases considerably if we associate good glasses with it, capable of enhancing its value thanks to the "oenological" capacity of the glass in question. In general, it is the most prestigious sommeliers who select the glasses that best suit each wine, so if we link this type of campaign to a prestigious sommelier such as Juan Ruiz, (insert link to the landing de Juan Ruiz) National Gastronomy Award and collaborator of Everia, we will have a lot of ground gained for our promotion to be a success. We recommend that wineries carry out this type of campaign when it comes to boosting the sales of certain lines of wines. Experience shows us that they are great sales accelerators. We can therefore conclude that the association of the image of a chef or influencer with the image of a campaign is a clear activator of the sale. To find out if this type of campaign can fit in with your company's business purpose, you just have to contact us by inserting a link to the contact form.