Manna is a fast moving, family-owned business that has been producing divine pasta sauces and condiments since 1935. The brand focuses on great taste, quality of the ingredients and convenience with families being their main target audience.
With the vast amount of pasta sauces and condiments out there, it can be difficult for brands to really stand out. Manna was looking for a unique, innovative way to increase brand awareness and likability by establishing more of an online presence via social media.
€ 100.000 (donation Cliniclowns not included)
What was our strategy? The idea was simple: Launch a branding campaign on social media without showing the actual brand. Exactly.
We contacted Piet Huysentruyt, a popular Michelin-star TV chef. Together we created a series of 5 funny, promotional cooking videos that were essentially mocking the well-known chef. The videos were shared on Facebook and YouTube pages called Flop Chef.
But, just to stir things up a bit (yes, we just said that), the viewers had no idea Piet was in on the joke. When we uploaded the first video, the response was undeniably bloody brilliant.
In the third video, we revealed the real purpose and message behind them, using the phrase “Maakt het niet moeilijk. Maakt het gewoon lékker” (“Don’t make it difficult. Make it tasty”) at the end followed by the Manna logo and tagline ‘divine sauces’. It basically comes down to this: no matter how badly your meal turns out, there’s always Manna.
In the fourth video, Piet Huysentruyt explained he had been involved the entire time and revealed that, by liking and sharing the video, viewers were actually helping to raise money for charity. We also created an after campaign allowing people to see how much money had been raised and donated by Manna and Piet Huysentruyt.
The aim of the series was really to create a positive image of Manna that reflected on the qualities of their brand and increased awareness through social media. What it actually did, was achieve a much greater goal for both Manna and Piet Huysentruyt.
The first video generated over 1.5 thousand likes and 200,000 views on Facebook and was even picked up by national newspapers and channels. After two weeks, a Facebook page, containing nothing but 2 videos, had almost 4,000 followers. The campaign went viral and became a huge success allowing Manna and Piet to raise € 20.000 for charity.