With the current increasing cost of living, and especially food prices, our client Mutti wanted to inspire consumers to become more creative with their leftovers and create budget friendly – yet still tasty – dishes.
We created an influencer campaign in Norway, inspired by the Italian concept Cucina Povera – which translates to ‘poor kitchen’. The concept highlights the value of food and how not to waste any single ingredient, make more out of less and keep costs down. In short, Cucina Povera offers the knowledge of how to cook uncomplicated dishes with little resources and few ingredients , and as such it is very relevant to consumers today, who worry about food waste and inflation. Besides sharing tasty and cheap dishes, the goal of the campaign was also to position Mutti’s products as a convenient high-quality kitchen staple, which easily can elevate the taste of an otherwise simple dish.
We teamed up with three skilled Norwegian food profiles – Ida Marie Aamot Storbakken, Veganergutta and Lise Finckenhagen – to create and share recipes made with the Cucina Povera philosophy in mind on their Instagram accounts. Each food influencer created delicious and mouthwatering recipes varying from aubergine parmigiana and tomato soup to Pasta Arrabiata – and all of course included Muttis Essentials series as the hero products. Luckily, with Mutti products budget conscious Norwegians can now cook some really tasty dishes!
Related handled scouting influencers, negotiations, briefing, content approval and reporting.
The campaign had a total reach of 270,534 and 118,660 engagements.
Photo cred: Lise Finckenhagen, Ida Marie Aamot Storbakken