Five years into the partnership with the Melbourne Food and Wine Festival, Bank of Melbourne continued to strengthen the successes of previous years, using on-ground and digital activation to drive brand association with the Festival, consideration as a bank of choice and customer acquisition.
Having produced their first ever consumer contributed cookbook, #socialfeeds, Bank of Melbourne wanted to build on the success of the 2015 #socialfeeds Instagram competition, and what better way to do this in 2016 than to create Bank of Melbourne’s very own food truck. Willett Marketing developed an integrated leverage plan that included targeted on-ground activations through the use of the #socialfeeds truck, which enhanced Bank of Melbourne’s position as Presenting Partner of the festival.
The #socialfeeds Instagram promotion ran for the second time in 2016, enticing Melburnian foodies to submit their recipes via Instagram for a chance to feature in the 2016 #socialfeeds cookbook and food truck. Winners were selected by industry judges, restaurateur Guy Grossi and Herald Sun food critic Dan Stock. Eight of the 2016 #socialfeeds competition winners were lucky enough to have their homemade dish showcased via the #socialfeeds truck throughout the festival. Each competition winner had an activation dedicated to their recipe, with the winning dish served fresh to the general public. The #socialfeeds truck moved around Victoria to align with key Festival events. Branded assets were used across all activation sites to enhance Bank of Melbourne’s presence.
The 2016 #socialfeeds competition attracted 1,445 entries, and reached over 700,000 people via social media platforms Instagram and Facebook. The #socialfeeds food truck gave away over 4,000 serves of our #socialfeeds winning dishes to foodies across the State, to the delight of winners and passers-by.