Our brief was to establish Woolworths as the undisputed authority on flavour. We decided to create a community for foodies, with Woolies as the food authority and custodian. And so ‘The Woolworths Flavour Society’ was launched.
The aim of The Flavour Society is to enable customers to become authorities, or gurus, on flavour.
Each month became an opportunity for them to thoroughly immerse themselves in a brand new flavour in a variety of ways.
We created new content for every specific flavour, in the form of recipes, how to cook videos, interviews with experts, stories of provenance, tastings and secret dinner parties that were all inspired by that season's produce and flavours. We encouraged the average South African to experiment with new flavour combinations. Continuously challenging the nation's palate.
We created a TV ad with the main objective of celebrating Woolowrths' as a flavour authority.
We created a foodie hub on the woolies website: www.woolworths.co.za/flavoursociety.
We created new content every month in the form of recipes, how to cook videos, interviews with experts, stories of provenance and the Woolies good business journey. These recipes are also availble every month in store as collectable recipe cards.
We created a hastag that was used across several platforms. Our launch was at Babylonstoren Wine Estate and involved a food experiement. Well known foodies attended the event. During the event the #wwflavoursociety hashtag trended nationally on Twitter. We plan on hosting secret dinners and food experiences to bring foodies together.