The challenge: Inspire and encourage consumers to use Schwartz herbs and spices

The world of technology was changing dramatically – but food and flavour remain as popular as ever. The challenge was to inspire the home cook to experiment with herbs and spices from the Schwartz range, with the Schwartz Cooking Club. I commissioned a video production company to create premium videos showcasing the best of the Schwartz product range.

Lizzie a former F1 chef shared tips, flavour and lifestyle chat. Created in tandem with the Innovation Kitchen and the Schwartz marketing team.

Tonality and Style
A visual feast for the eyes
Food is all about flavour – but video obviously does not allow you to smell or taste the product. Last year, we suggested using a two-camera Canon 5D system to maximize visual colour and richness.
Feminine character
We discovered Lizzie as a digital face for the brand. Given she was novice presenter, she has performed remarkably well. The volume of female participants on the Facebook page suggests it was a wise move to characterize the brand through Lizzie and we should consider using her this year in some capacity.
Recipe choices: keep it homely
Across the 2011/2012 campaign, the strongest “organically grown” videos were Mini Carrot Cakes and Creamy Garlic Italic Pasta. This suggests the site has connected with younger mothers who want to experiment – but only within certain limits. The ambition and the look will reflect the spaces they know best.
Even more character, even more creative
The YouTube numbers have had some excellent spikes over the past year. We aim to continue to develop the presenter driven content format into 2012-13 in order to further bring out personality lifestyle colour flavour and excitement.

KEY THEMES
Christmas magic
Recreating the Takeaway
Summer veg / harvest
Fast Family Meal – Chicken
Swedish bakery
Global flavours
Dazzling dinner party
Pasta Fantastic

I managed all Schwartz digital marketing and analyse campaign effectiveness using a range of analytics packages, including Google Analytics developing merchandising strategy in accordance with quantitative data.

The results

The Schwartz Cooking Club target audience proved more likely to want to try new recipes
I like to try new recipes (+52% against control group)
I’ve tried a recipe using Schwartz that I wouldn’t normally try (+34% against control group)

In short

Video, Agency management, Social, Analytics and monitoring, Creative direction.