Crunchy-splashing-sipping-yummy TikTok campaign for Veres brand

We had to raise brand awareness and loyalty among the middle-young audience, namely gen Y, Z, and to enhance the status of “affordable, tasty, our native brand”. Moreover, we had to make Veres production be consumed by the younger generation and added to their daily diet. We had to deliver the main message of the brand communication 2020 strategy, namely “Veres. Tastes as you wish”, in a more emotional form.

Challenge

The market of canned food is quite inert and conservative. Besides, there is a myth that Y, Z generations do not consume canned products. Veres production is mostly popular among elderly generation.

Solution

We have decided to create “tasty” and entertaining content which includes the mouth-watering, loud and creative interaction with the product. Here the sound plays an outstanding role as far as it is the integral part of various successful TikTok campaigns.

Idea

The main project idea is based on the ASMR phenomenon. Its main purpose is to relax and calm the user, to lull their consciousness with the textured sound of familiar objects which is pleasant to our brain. ASMR is a trend which has captivated the world and sociological researches prove that soft ASMR sounds make people react with trust and sympathy. Usually, we try to restrain ourselves from making sounds while eating, but here we no longer have the strength to restrain ourselves.

Crisps, yum-yums, specks, yum-mums, sips and everything that accompanies eating very tasty products of the Veres brand, no longer needs to be hidden! On the contrary, we have to make noise with food sincerely and post it to the public on TikTok.

Realization

We have picked 9 most popular TikTokers based on their content analysis, namely creative and entertaining, quality of the subscribers and their activity, and high percentage of Ukrainian audience on the profile.

We offered the bloggers to eat up loudly with all their hearts and launched the challenge #MyVeres.

As far as unboxings have already become out-dated, we have decided to send Veres product set as well as brilliantly designed merch to the bloggers so that they could film fun videos while consuming the product.

Afterwards, they uploaded the videos hashtagged #MyVeres in TikTok and urged their followers to make the trend viral and eat Veres products as they did.

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