Street Eats

Specialty Foods Street Eats is a delicious range of Mexican and Greek style meat that is quick, convenient and ready to eat in minutes. Think of delicious and authentic meals you would expect to eat in Mexico or Greece. They are finally all available to make within the comfort of your own home.

This new range of Street Eats products made by Specialty Foods is all about putting the customer first. Ensuring that families looking to feed hungry bellies with healthy meals, can quickly whip up delicious Greek or Mexican in a short amount of time.

Spread the Message on New Branding
and New Packaging

Fig Tree Digital’s approach with social media was all about showcasing this new brand and new product range to target audiences with a fun food approach. The brand voice and tone focused on being family friendly, approachable, engaging and enjoys a good laugh.

Alongside the conversational and fun tone, we captured the loud and crazy side of street eating with vibrant graphics and imagery. Beautiful and delicious food alongside fun photos and fun competitions helped to gain a wide audience of followers from around Australia.

The first port of call was about brand awareness and spreading the word about the new Street Eats product. We did organic and paid advertising to focus on the products being stocked in new stores. Allowing followers to know where they can purchase, from a local supermarket near you.

Social Media Content and Contest

The Street Eats social content extended to a competition with customers to select their favourite cultural food – Tacos vs Yiros. Consumers were to purchase the product in store, and enter online along with keeping their receipt as proof of purchase, to go into the draw to win a $4900 in cash or a $4000 travel voucher.

The aim for the competition was to generate brand awareness, drive the growth of product sales, and prompt customer requests for it to be stocked across range of supermarket stores

The combination of a fantastic prize, social media content and our community management lead to a growing authentic product with a strong brand and creative focus.

Influencer Social Media Marketing

Undertaking research into current food trends and social media influencers, Fig Tree Digital established an influencer campaign.

 Over 4 weeks, the influencers campaign resulted in 36,000 reach on Instagram, including 4,500 likes, 370 comments, and many direct messages from people asking where to purchase the product.

Instagram stories gained the second highest results for the influencers campaign with 26,000 impressions, and reaching 19,800 people. This helped with growing exposure of the Street Eats Instagram page.

The campaign extended to digital content with blog articles, and influencers going live on Facebook and Instagram.

Social Advertising to Targeted Audiences

Fig Tree Digital identified target audiences, social media organic and advertising plans to deliver this new range.

Social media outcomes covered Instagram advertising with over 116,000 impressions, and 188,000 organic impressions, with a combined 300,000 Instagram brand
and product impressions.

Facebook advertising delivered over 699,000 impressions on a target audience to drive consumers into supermarket stores to purchase the range of Street Eats products.

As the brand’s community manager, Fig Tree Digital started the social accounts with 0 followers and grew the two social media channels, creating a reputable and consistent brand to generate product awareness amongst the target community. We worked at all times to respond to comments, talking with humour, and replying to conversations to generate real time outcomes.

Thanks to the use of social media platforms, the new range of Street Eats was successfully launched to target audiences. This new product is popping on shelves across Australia, and in fridges of families who love a good Mexican or Greek feed and cook up.