Campaign Objective

The objective of this campaign is to create a stronger relationship between Robertsons and their consumers. This will be done through a transmedia campaign that is able to reach different types of audiences through different mediums

Throughout the research we were able to analyse Robertsons social media platforms and the their audience engagements. We found 4 types of personas that actively engage with the Brand. For the purpose of this campaign, we noticed that the most engaged and personal audience personas were The Homemaker and The Hobbyist - They are the targets for the campaign.

Since Robertsons’ brand is best experienced within the kitchen or in-person, using different platforms and mediums, we will create a campaign that focuses around the idea of going on a journey or having an adventurer when cooking. Through each element of the campaign we will recreate the identified story arc that is common to adventure stories, Explore-Doubt-Discovery.

As the first stage of the Master Your Blend Campaign, the In-store Activation is important for directing consumers towards the other aspects of the campaign. Robertsons will collaborate with their national grocery store partners ( such as Spar, PicknPay, Checkers, Food lovers Market and Jackson’s Farmers Market) to set up an In-store game that will allow consumers to take home a free spice mix.

1. On the table consumers will see 10 jars of unknown spices and 1 empty jar. 

2. They’ll need to create a spice blend using 3 spices, they can smell and taste the spices to form their blend in the empty jar. 

3. Once they mix their blend they’ll have to taste test it using a piece of bread 

4. If they Like the blend, the sales assistant will package it for them to take home 

5. The Sales assistant will inform the consumer of the two more ways that they can play and experiment with spices again; on our app or Instagram 

6. This will lead them to the QR Code that is sitting on the table

Download our game to play more spices OR Go to our Instagram to play the Mixer Challenge

Once the consumer uses the QR code they’ll be directed to the Robertson’s Instagram page where they’ll see two filters created for the campaign. The spice mixer filter is another way that consumers can play a game that tests their ability to try something new in their kitchen. Once the user starts recording, the spices shown will randomize and land on three spice combinations for them to try. This filter will also be part of a weekly Spice challenge where users will show the recipes they made and stand a chance to win a select prize.

Play with the Spice Mixer Filter to test your kitchen skills Share your unique recipe on Instagram and stand a chance to win the weekly

The second is What Type of Spice Are You? Similar to other, the filter will randomize and land on a spice. This filter aligns with the ongoing trend of randomizer filters on Instagram and TikTok that use the same concept of “What Type are you”.

Play with the Spice Mixer Filter to test your kitchen skills

If the Consumer chooses to follow the other QR Code they’ll be directed to the Master Your Blend microsite where they’ll be able to download the game or explore more of Robertson's recipes. 

Scan your QR code to download and play Master The Blend.

Through our research and analysis of Robertsons we were able to gain a deeper understanding into the brand history, visual analysis, marketing campaigns, target audience message and social media platforms This process led us to understand that Robertsons main focus is not on the spices and flavoring themselves but rather the endless potential of recipes and dishes that could be created. They make use of strong and visually stimulating imagery that reflects how good their consumers meals can be.

With this in mind we were tasked with creating a trans media campaign that connects the audience to the user. In our insight we identifies that cooking is a personal activity and that Robertsons is best experienced in person. Because of this we knew that we needed to come up with a campaign that not only showed the consumers the range of Robertsons spice but also encouraged them to try them and use the in their meals. 

As part of our strategy, we decided to take inspiration from popular adventure stories Indiana Jones and Treasure Island. These two stories have similar themes that align with Robertsons brand message of discovering new tastes, cultures and worlds. These two stories also follow a story arc that we believed could be applied to the flow of the campaign; Explore - Doubt - Discovery. 

The campaign’s main goal is to explore and discover new recipes in the kitchen. Through a series of games, prompts and challenges, Robertsons wants their consumers to step out of their comfort zones and create a new meal that would be unique to them and their Journey. The touch points chosen were Instagram, an In-store promotion and a mobile Game. This way Robertsons can get users to interact and “play” with their food in person or on their phones. 

The prototypes created showcase how the final executions of the campaign is envisioned. The in-store activations shows a clearly branded promotional stand with the spices on the stand, ready to play. The QR codes were created to ease the consumers into the other platforms without having to do much admin or searching - simply scan the QR. The Instagram filters are more fun and social way of engaging with the brand and potentially getting yourself featured on the page. Next is the micro-site, this is the home base of the campaign. It includes a series of recipes and challenges linked to the app. Finally the mobile app, where users are able to beat the app by creating a recipe and meal that it sees as satisfactory