Involving the food community in an online and offline strategy to put across the brand positioing evolution, from dental care to food experience.
To communicate the brand repositioning – «Every day’s a special day with Samurai», beginning with the launch of the new product range Samurai Food, meant to identify the brand as the daily main character of many Italian dishes’ appearance.
An ironic and lively tone of voice that encourages the narration of the everyday meal routine and makes easier the food lovers involvment. This is the strategy that inspired the concept: Samurai Effect is meant to make protagonists both the consumers and the brand products, aiming to inspire user generated contents by means of contemporary digital codes.
A three step plan to support the concept involving crossmedial operations. Website, social medias, sector magazines and stores on one side, influencer activities and contests on the other. A strategy that allowed to captivate the community in the spread of the Samurai Effect through photos and recipes.
In the teaser phase, the new brand positioning and the «Food» product selection have been conveyed through a multisubject campaign. Products have been the main character in recipes and plating suggestions posted on the Facebook page and in the official website, each one with a different Samurai Effect.
Five food blogger have prepared a recipe with the Samurai Food range of products, freely and personally explaining the Samurai Effect on their channels, with their style. The photo-recipes have been reposted on the brand channels, representing the community starting point to the call to action.
Engaged by the brand and food blogger call-to-action, the community has been invited to take part in the photographic contest «Whet and win». The Samurai Effect photo-recipes has been presented in a dedicated section on the website, contributing the Facebook page population.