Del Monte, the Italian processed food brand, had launched a campaign aimed at addressing the growing popularity of Italian cuisine in India and providing 'a great food experience' to food aficionados. The 'Italian Escapades' campaign engaged with social media influencers, in order to reach out to end users.
The team behind the campaign says that the idea was to have these recipes come to aid to people trying out new recipes and appreciating Italian cuisine, crafted at home. The campaign reached over 2.4 million people on Facebook, 1.1 million people were reached via blogs, and videos of Brar judging the contest received over 1.2 lakh views on Facebook within three days.
Over two lakh people were engaged on social media with this activity (includes likes/shares/comments on various social channels like Facebook, Twitter, YouTube and blogs. Some of the known food bloggers from the online community like Deeba Rajpal, Nandita Iyer, Ruchira Hoon, Praerna Kartha and Aparna Balasubramanian also participated in this.
Overall, the campaign saw participation from 79 per cent female bloggers. It managed to attract bloggers from across the country, and the maximum participation came from the Delhi NCR region (28 per cent), followed by Bengaluru (21 per cent), Mumbai (18 per cent) and Chennai (11 per cent).