Using a creative web TV format, Nice One helped Felix, together with TV4 Köket.se to launch vegetarian snacks to a target group weary of advertising.
Food producer Felix were launching three new hummus products and three veggie bowls in 2016. The products fit well within current food trends for millennials, who increasingly enjoy vegetarian and healthy snacks on the go. But as consumers, they prefer visual quality content and social media buzz before traditional ad campaigns, and Felix in collaboration with TV4 reached out to Nice One to develop a new creative concept.
Nice One came up with the web TV format Snacka with Siri (working well in Swedish since “snacka” also means “to chat”). Hosting nine shorts episodes was Siri Barje, a young chef, food stylist and influencer. Each episode includes recipes for three or four green snacks while Siri chats with different guests – family, friends and celebrities. The viewers get lots of “snack hacks” and small tips to help them develop a greener snacking behaviour where hummus plays a key role.
The format was developed in collaboration with TV4 and their food portal Köket.se, which was an important factor to secure a broad distribution. Snacka with Siri was launched on Köket.se with its own video player, as well as on the Köket Facebook page and Instagram account. TV4 also helped by pushing the show on TV4.se, TV4 Play and in their newsletter. On Köket.se’s Youtube channel, Snacka with Siri is now one of the most popular shows and has had 50-60 000 views per episode.
Last but not least, Siri Barje herself is a popular influencer with over 53 000 followers on Instagram, and her outreach has been important in building the series within the right target group.
Over all, the campaign results doubled its initial estimates, and Nice One has proved that it’s possible to create interesting and engaging content for a young audience in collaboration with a well-known household brand like Felix and TV4 Köket.