Food is Great

Department for Food and Rural Affairs

The Food Is Great team at DEFRA approached us to ask for assistance with positioning Wales as a food tourism destination to UK and US Instagram influencers throughout March via its own Great British Food Instagram account.

Our approach was to build relationships with Welsh food and drink businesses and influencers to create content for Instagram stories as well as get their backing on social media by asking them to signpost their followers to the Great British Food account during March. Using themes such as listicles, #TakeoverTuesday, #Thursdate and #MadeInWales, we sourced and filmed highly visual and engaging stories featuring notable Welsh food producers, restaurants and chefs. We also researched the top US Instagram influencers and sourced, packaged and sent Welsh food hampers to them for live ‘unboxing’ videos to signpost to the Great British Food Instagram account.

MGB results

We exceeded every KPI set by the Food Is Great Team and grew their Instagram followers by 1,711 in just four weeks. Over 60 Welsh food and drink businesses were engaged during the month for content creation and over 60 US influencers received direct communication from the campaign with all planned ‘unboxing’ videos uploaded.

Get in touch with us today to see how we can help you engage, influence and grow your business.