Glorious! Foods

Following one of the hottest summers on record, soup season finally arrived, and with it, the opportunity for Glorious! to let shoppers know that soup was back on the menu. Having managed their social media activity in-house for the past year, Glorious! wanted an agency to create a social media strategy that would increase awareness and bring their adventurous personality back to the brand.

Whilst conducting our own market research, we discovered that: soup competitors all adopted a similar visual style on social; Glorious! had the largest social presence but a low engagement rate; bowl food was the big trend; recipe UGC was popular amongst FMCG brands.

With multiple audiences to consider, from vegans and vegetarians to health-conscious millennials and our gluten-free friends, the content strategy would need to ensure we delivered the right message, to the right person at the right time.

We developed and implemented a bold new social identity and tone of voice for Glorious Soup through our #BoldBowls user generated content campaign.

Glorious! followers and shoppers were invited to ‘show us their #BoldBowls’ on the Glorious! social media channels. The campaign was promoted using a series of creative video posts (and stories!) to drive conversation around tasty toppings, delicious dunkers and added adventurous ingredients that could transform a bowl of soup into a #BoldBowl.

To further increase reach and awareness, micro-influencers we also invited to submit their #BoldBowls and share the campaign with their highly-engaged followers.

With a new social identity and tone of voice, not only did the campaign capture the spirit of adventure of the brand, but it helped them stand out in the soup market. There was a 396% uplift in social impressions, 1626% increase in total social engagements and a top three placement for Instagram engagement, up two places, in their competitor landscape.