Fulmer Influencer Campaign
International culinary marketing
Fulmer Honey Manufactory approached us at the end of 2022 with the idea of introducing its products to consumers in several European countries. The uniqueness of their product portfolio lay in the quality of their products. Their quality assurance system, now considered one of the best in the world, was developed over several generations, and they also created one of the world's most exclusive honeys, Amirkaal. The brand and its story were thus well-established, allowing us to build a classic brand campaign. Their request was to develop different concepts for various target groups and to diversify the strategy by target country.
Media mix
Given that the products are visually striking and the beekeeper family's stories, traditions, and work are also compelling, it was clear that video content would be primarily needed. The online campaign, built on their own materials, was complemented by international media appearances and influencer videos. We primarily sought content creators who are popular and well-known in their home countries, represent quality, reach the target groups we deemed important, and through whom the honeys could be excellently presented.
Influencer selection
We began the work with several months of market research to find the best possible influencers (primarily in the gastronomy and lifestyle sectors), then jointly selected a narrowed list of nearly 100 names, from which we ultimately contracted with dozens of content creators. An exciting and challenging period followed, during which we pre-agreed on every piece of content, sent different honeys for video production according to various concepts, and prepared and shared a wealth of informational materials with the content creators (the campaign also had an educational aspect). Some fortunate content creators were even able to document the work around the mysterious Central Asian beehives of Amirkaal honeys.
cia that viewers receive not only opinions but also real medical advice.
Diverse influencer videos
We reviewed the submitted materials (videos, recipes, blogs, posts) one by one with our client, went through rounds of modifications, and also tried to coordinate the publication dates. Tasks related to the project lasted approximately one and a half years, over 200 different pieces of content were created, and we were present on all social media platforms from September to the end of December 2023. The entire campaign generated millions of views, we were present in 8 countries, and the most successful content was produced by Italian celebrity chefs.
@danielerossichef Alternate flavors: today I bring you this dish, a triumph of flavors from the sea to the land 🦑🍯 •15g Cut Comb honey @Fulmer Honey •500 grams turnip greens •4 large squid •300g pre-soaked cod •60g olives •60g sun-dried tomatoes •dill as needed •half a glass of white wine •140g stale unsalted bread •80 ml milk •marjoram as needed •1 chili pepper •3 cloves of garlic •160g beef stock •lemon •oil as needed •one tablespoon Worcester sauce Clean the squid, take the tentacles and fins, and put them in a blender with dill, stale bread, milk, cod, and lemon zest, then blend everything. Cut olives and sun-dried tomatoes into small pieces, add them to the blended mixture, and put everything into a piping bag. Fill the squid and cook them in a pan with oil, garlic, and marjoram for 3-4 minutes. Deglaze with white wine, cover with a lid, and let it cook for 15 minutes over medium-low heat. Meanwhile, sauté the turnip greens with garlic, oil, and chili pepper. Do not salt! Plate by adding the stock and finally the honey, then garnish with small pieces of honeycomb. Enjoy your meal! #danielerossichef #recipes #ad #calamari #fulmer #fulmerhoney @FulmerHoney_en ♬ original sound - daniele rossi
@cookingwithjey No time for a big fuss again? No problem, that's what I'm here for. Today there's a quick and easy recipe with a unique, top-class taste explosion. With @Fulmerhoney_de, the whole thing is taken to the next level. 🍯🐝 Because not all honey is the same. The Fulmer family has almost 100 years of experience in beekeeping. They are internationally recognized members of the beekeeping community. One of their most important goals is: To bring the perfect honey produced by bees "without harm" to our consumers' tables. Honey is one of our most natural foods, so it is very important that the enzymes, minerals, and vitamins it contains are preserved during processing. Fulmer honeys are wholesome, genuine honey varieties whose unique properties should be considered when consumed. [Advertisement] What you need: 1 Flammkuchen dough, Creme Fraiche, 1 pear, 1 small shallot, 100g Feta, Salt, pepper, and nutmeg, Fulmer Acacia honey, A little sage. Here's how: Roll out the Flammkuchen dough and spread with Creme Fraiche. Then beautifully distribute the pear slices and shallot strips. Crumble the Feta with your fingers and distribute it as well. Season everything with salt, pepper, and nutmeg. The whole thing goes into the oven for 10-15 minutes at 210 degrees convection. Remove, garnish with sage and Fulmer Acacia honey. It is very important that the honey is only added to the Flammkuchen afterwards, so that the taste and nutritional values are not destroyed. 💜 Your Jey! #fulmer #fulmerhoney #easyrecipes #quickrecipes #flammkuchen #honey ♬ Original sound - Cooking with Jey
@spicymoustache To source the content of this jar, @FulmerHoney_en sent an expedition to Asia and literally explored every inch from mountains to hills and fields to finally find the most uncontaminated spot to harvest pure liquid gold! #honey #natural #sustainable #homemade #fyp #ad #fulmer #fulmerhoney ♬ original sound - SpicyMoustache
