We leveraged influencer relations to tell the story of Metis® – how bees play a leading role in developing the naturally bred fruit, its unique flavour profile and how it can be used in recipes. We partnered with five leading food influencers to educate their following about Metis® via Instagram Stories and to create a recipe featuring Metis® to feature on their Instagram feed and blog.
Influencer partnerships were complemented by extensive social media advertising to target people in the UK with relevant interests to educate about what Metis® is and where to buy it.
A reach of more than 900,000 from the social media advertising campaign over the three-month period when Metis® is in season
Combined reach of over 32,000 from the influencers’ Instagram static posts
Creation of high-quality recipes and photography for ongoing communications campaigns