The Ask
Create a seasonal brand act that highlights Creamettte as a partner in preserving family recipes.
The situation
Pasta brand Creamette is ready to launch its first brand act- celebrating their love of creativity and holiday traditions.
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Whether handmade or purchased, grandmothers love giving their kids and grandkids holiday sweaters.
While we love Granny’s gifts, her recipes are the real treasure. The sad truth is many of those recipes never are preserved.
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Creamette's inaugural brand act had to reflect its values of family and creativity.
We launched a giveaway asking people to send in their most creative pasta recipes- for the chance to win a custom holiday sweater. Each sweater will have the winner’s recipe embroidered on the front with a unique QR code on the sleeve- linked to their preserved recipe.
Still, it needed to feel sincere, like a gift from your grandma would. So, we recruited actual grandmothers to help design the sweaters and give them that authentic grandmotherly touch.
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To spread the word far and wide, we partnered with influencer and creator Babs. She made her own video to announce the start of the contest to all of her 3.9M followers on TikTok.
How it all happened
Our influencer posts a bespoke video on their TikTok, announcing the start of the contest.
1
Brand launch video goes live on Instagram along with new brand assets- influencer’s video is posted to their reels.
2
TikTok users visit the microsite, via the link provided by the influencer, to enter their pasta recipe for a chance to win.
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The entry period ends and winners are selected. Sweaters embroidered with recipe names are delivered before the holidays.
4
The launch videos
One video posted on our grand-fluencers TikTok profile- @BrunchWithBabs, the other on Creamette’s Instagram.
The microsite
Contestants visit the microsite, via a link from TikTok or Creamette’s Instagram link in bio. Once there, they would fill out an entry form and share their recipe for a chance to win a custom #recipesweater.
How’d it go?
We surpassed benchmarks
With a total of 35 press placements, over 1k submissions, and 16k microsite visits- in just under a month.
The press ate it up
Gaining 28 earned press placements from publishers like: All Recipes, Parade, and Newsweek- as well as video coverage from Fox and ABC news outlets.
Gained positive engagement
@BrunchWithBabs video generated over 2 million impressions, 16k likes, and 5.3k clicks on TikTok.
Our own video generated over 1.8 million impressions, 3.2k likes, and + 5.4 clicks on Instagram.
My contributions
Consumer Analysis
Creative Briefing
Program Mechanics
Creative Concepting
Client
Creamette
Year
12/2023