IDEA
SPM developed a witty, slightly irreverent and fun brand voice around the love of food, pets, friends and coffee, enhanced with great imagery, and crafted a cohesive, ongoing content strategy focusing on Instagram. Once it established those elements, it cultivated a strategic relationship with popular Instagram influencer @FoodInTheAir to increase followers and engagement.
For the cost of groceries alone in the program’s first year, these influencers created recipes, entertaining ideas and beautiful images that became ownable, high-quality content for Stubb’s to share on its website and social channels.
With the program’s initial success, it was expanded to include high-reach, syndicated paid influencers to amplify specific Stubb’s grilling themes, products and messages during key activation periods such as Fourth of July grilling and tailgate season.
