To celebrate the South African summer months, Feed That Bird Communication Consultants identified a total of 17 influencers in the digital and social media spheres with a focus on food, wine and lifestyle, to receive a magnificent press drop which included a scent box to emulate the ‘scents of summer’ while also bringing the focus back to the important aroma aspects of wine.
Each influencer received a #ScentsofSummer gift box created by Cathedral Cellar in partnership with ambassador chef Mynhardt Joubert as inspiration.
The box consisted of two Cathedral Cellar wines paired with two recipes exclusively created by Chef Mynhardt Joubert (tobacco and rooibos smoked springbok fillet with cocoa nibs and vanilla mashed orange sweet potato, and coconut fried and grilled prawns with papino, red onion, coriander salsa and grilled pineapple), a range of scent jars, olive oil from Willow Creek Olive Estate, and an African summer-inspired tea towel from online décor store Knus. The challenge was to unlock the scents of summer with this treasure chest of discoveries and share their culinary inspiration to celebrate summer.
The campaign resulted in vibrant and dynamic conversations on Instagram (the focus of the campaign) and resulted in exceptionally great brand goodwill over the festive period.
The brand’s Instagram pages shown a marked increase in traffic, with page views increasing by 158%.