TAT | #TATasty influencer recipes

TAT was founded in Turkey in 1967 and today is one of the largest producers of canned products in Europe. In Bulgaria the company offers a wide portfolio of canned vegetables, jams and sauces.

If you’ve come across TAT’s social media channels, you’ve surely noticed the delicious recipes that enrich the brand’s visual presence. In quite a few of them, you will find familiar faces who invite us into their kitchen and present us with recipes that their whole family loves.

THE TASK

After a year of working together to build the brand’s social media positioning in Bulgaria, TAT was ready for something different. Our task was to increase product recognition, reach more culinary enthusiasts and give them different ideas for consuming the products.

The question in front of us was “How to reach the table of each Bulgarian?”.

THE STEPS WE GO THROUGH

We knew that the best way to present the company and its products in Bulgaria was through our favorite Bulgarian celebrities and popular faces in the digital space. To this stellar mix, we added a dash of humour by creating a branded hashtag that included a play on words with the company’s name to bring brand recognition: #TATskivkusno.

And to dress the campaign in bright colors and accentuate the look of the products, we created branded GIF stickers that influencers used when posting their content on Instagram Stories – one of the most consumed formats on the channel.

Undoubtedly, the most important part in planning the campaign was the selection of influencers. With the TAT team, we selected content creators who possess enviable skills in jar opening and cooking in the kitchen. We chose a mix of popular faces who had a diverse audience, lifestyle and image. And what united them? The love for delicious food.

While Kateto Euro and Konstantina Zhivova prepared traditional recipes with roasted capia, Irina Tencheva presented a healthy recipe with green peas. And Daniel Petkanov and Nikolaos Tsitiridis showed us how they crunch TAT’s pickles with a big dose of humor. And because we made a mix of influencers, we also added a combination of different formats to the recipe to ensure the content reaches users in the optimal way – static and carousel posts, IGTV videos and Stories.

Undoubtedly, the most important part in planning the campaign was the selection of influencers. With the TAT team, we selected content creators who possess enviable skills in jar opening and cooking in the kitchen. We chose a mix of popular faces who had a diverse audience, lifestyle and image. And what united them? The love for delicious food.

While Kateto Euro and Konstantina Zhivova prepared traditional recipes with roasted capia, Irina Tencheva presented a healthy recipe with green peas. And Daniel Petkanov and Nikolaos Tsitiridis showed us how they crunch TAT’s pickles with a big dose of humor. And because we made a mix of influencers, we also added a combination of different formats to the recipe to ensure the content reaches users in the optimal way – static and carousel posts, IGTV videos and Stories.

THE RESULTS

In conclusion, the realized content scores of the five influencers achieved values of:

• 395 791 users reached
• 10 665 likes on the posts
• 504 post reservations
• 89 560 sticker views

#TATtasteful continuation

After the hugely successful first edition of the campaign, we decided to continue the #TATskiflavour brand collaborations by creating extensions in the following years.

Naturally, we enriched the portfolio of products with which influencers created recipes and partnered with various content creators who maintained their recognizable signature in their presentation. Among them were:

• Kate Euro with a pickle dish
• Slavena Vetova, who presented us with a healthy pasta with pesto
• Antoinette Pepe and her delicious creamy roasted caper soup
• Mona Gotchev with a recipe for pasta with green peas
• Elena Terzieva, who shared with us how her family eats TAT’s sauces
• Bojana Katsarova, who showed us her secret recipe for burgers with “the most delicious sauce”
• Katie Euro and little Katie, who made cream of pea soup
• Antoinette Pepe and Filiaca with a family culinary competition in search of the most delicious family recipe
• Joanna Pavlova with a quick idea for a delicious and healthy pasta meal
• Maggie San, who surprised us with a recipe for salty pancake cake
• Antoinette Popova with a creative recipe for pea hummus
• Elli from Cake and pancake, who cooked eggs panagyurski with baked capia
• The smiling family of “Living with Down Syndrome” and the recipe for Chris and Mikaela’s air muffins with jam

IN CONCLUSION

The variety of products in TAT’s portfolio allowed us to unleash our creativity and with the help of collaborations with influencers to present some of the most delicious traditional recipes, unconventional healthy bites, as well as different interpretations of Street Food. And in the face of the users we have met wide approval and good feedback about the products – the biggest compliment for us and the TAT team.