How a Branded Hashtag Campaign Helped Tommy’s Superfoods to Reach More Than One Million People

How a Branded Hashtag Campaign Helped Tommy’s Superfoods to Reach More Than One Million People

When Tommy Williams was growing up in Austin Texas, he probably didn’t think his love for cooking and local farmers markets would lead to starting a nationally-recognized food brand. Here’s how the campaign generated these impressive results… Creating a movement to help achieve business goals Wondering how to go about increasing its brand recognition and growing its email list, Tommy’s Superfoods turned to Road Warrior Creative, an agency that specializes in food and social good marketing. The campaign — #ThinkVeggiesFirst — was focused on teaching people to start each meal by choosing the vegetable component first, as a healthy way of eating. To do this, Road Warrior Creative worked alongside Tommy’s Superfoods to create a ton of added value for people who signed up to its email list. “We began researching similar ideas and learning about the types of content that would work best for achieving campaign goals,” Amber explained. Mailchimp made it simple for Road Warrior Creative to set up a bunch of email messages to send subscribers during the challenge. “And greater success with retargeted ads than those to a defined audience.“ Encouraging user-generated content They also used the sweepstakes component of campaign — the chance to win 100 free packs of Tommy’s Superfoods vegetables for joining its mailing list — as a way to encourage user-generated content. Over the course of February, each email sent to Tommy’s Superfoods subscribers featured a reminder about the campaign: And the hashtag has now been used more than 600 times on Instagram: Amber also focused on generating links back to the landing page from popular healthy eating and sweepstakes websites. And what started out as a month-long campaign has become a staple part of Tommy’s Superfoods marketing strategy. On social, #ThinkVeggiesFirst has also remained a key part of Tommy’s Superfoods strategy with the hashtag being used on each of its Instagram posts, and it has also begun working with micro-influencers to encourage people to eat healthily and help keep its products top-of-mind at meal times.

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When Tommy Williams was growing up in Austin Texas, he probably didn’t think his love for cooking and local farmers markets would lead to starting a nationally-recognized food brand.

But that’s exactly what happened.

Williams began to embrace his entrepreneurial spirit after college. As a graduate, he started selling a variety of salsas and spice mixes in local retailers — and this is where his passion for promoting a healthier way of eating really came to the fore.

In 2014, Tommy’s Superfoods was born. The company sells non-GMO verified, seasoned frozen vegetables and its products are now available in popular retailers such as Costco, Bristol Farms, Kroger, and more.

However, as any business in the consumer goods industry will tell you, it can be hard to stand out next to thousands of other quality products.

Tommy’s Superfoods needed a way to simultaneously increase brand recognition and brand loyalty. The resulting campaign helped the business to reach more than one million people on social media and grow its email list by 22 percent.

Here’s how the campaign generated these impressive results…

Creating a movement to help achieve business goals

Wondering how to go about increasing its brand recognition and growing its email list, Tommy’s Superfoods turned to Road Warrior Creative, an agency that specializes in food and social good marketing.

The campaign — #ThinkVeggiesFirst — was focused on teaching people to start each meal by choosing the vegetable component first, as a healthy way of eating.

“We decided to build the campaign as a monthly challenge,” explained Amber Hinds, Creative Director & CEO of Road Warrior Creative. “We challenged people to eat vegetables at every meal – even breakfast!”

The campaign initially ran for the month of February and aligned perfectly with the time of year when people are still thinking about New Year’s resolutions. “We made it a ‘movement’ that people could engage with and participate in,” said Amber.

Amber and her team needed a way to not only inspire people to eat more vegetables but also build awareness of its products and drive signups to Tommy’s Superfoods’ mailing list.

To do this, Road Warrior Creative worked alongside Tommy’s Superfoods to create a ton of added value for people who signed up to its email list.

“We created a branded landing page where people who joined the email list would receive a free printable meal planner download, coupons for buy one get one free on Tommy’s Superfoods products, and could enter to win 100 free packages of Tommy’s.”

Building a successful multi-channel marketing campaign

With the #ThinkVeggiesFirst concept in the bag, Amber and her team then needed to figure out how they could generate awareness of the campaign, and drive traffic to the landing page.

To do this they first looked at what they could learn from other campaigns in…

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