MullenLowe recently launched a social media campaign for Spekko rice, showcasing the versatility of rice and inspiring people to have fun and try new things. The campaign, 7days7ways, invited foodie influencers on an exciting journey to feed their curiosity and be more adventurous in the kitchen.
Twelve influencers joined Spekko to show you can cook deliciously different rice dishes every day of the week. Think unexpected dishes like chocolate and cinnamon arancini balls, cheesy rice waffles, ham and herb frittata, tropical summer parfait and braised chakalaka oxtail, to name a few.
Mid-campaign, the 7days7ways campaign already had a reach of over 11.3 million and generated over 1.4 million views and loads of positive comments on social media.
The campaign also elevated Spekko and reminded people of its superior quality. Because when you start with the best ingredients, you have the confidence to experiment with fresh new flavours and recipes.
All aboard for a taste adventure
Influencers targeting different consumer groups and with a combined follower base of over 5 million, included Chef Zanele van Zyl, Herman Lensing, Luyanda Mafanya, Gadija Sydow, Chef Nono Mtshali from Durban, Chef Liziwe Matloha, Clement Pedro, Chef Mmule Setati, Mash Mugwena and Khanya Mzongwana. Lerato Kganyago from Metro FM and Mrwoza Buthelezi from Ukhozi FM completed the team.
They received a box of surprising, fresh ingredients every week and were tasked with cooking the dish with the supplied ingredients and recipe. Furthermore a social media competition was launched to give our online audience a chance to win the 7days7ways box and join in the food adventure. The competition had over 43k entries.
They shared their cooking experience, including all the thrills and spills, to inspire people to see rice differently and show them loads of tasty new ways with rice.
Credits:
Brand: Spekko
Title: 7 days 7 ways
Client: Jonita Cuff
Creative Heads: Jenny Glazier & Jeanine Gomes
Chief Creative Officer: Kirk Gainsford
Client Service: Neo Gwala & Zara Katovsky
Social Media Manager: Sinegugu Ngwenya
Art Directors: Tarryn Peirone
Copywriters: Reabetswe Masilo
