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How We Created Our Own Food Awareness Day: Jackfruit Day

How we created Jackfruit Day

There’s nothing like being proactive in the pursuit of success. Food awareness days are becoming increasingly popular marketing tools for food and drink manufacturers and we wanted to know what was involved in creating one. So, we launched our own: Jackfruit Day.
We wanted to create a useful, interesting and relevant resource filled with images, videos, recipes, nutritional data and where-to-buy information. This resource would raise awareness of the food, demonstrate the content and mindshare this tool can generate and, of course, showcase our digital marketing skills. There is where our journey to the weird and wonderful jackfruit began.

Food awareness days: a recipe for strengthening engagement

We started with the research. We looked at global food trends and, there in all its green glory, was the humble jackfruit – a rising star of 2016 food trends. With the search for our food over, we set about finding out all we could about this superstar superfood, scouring the web for all the morsels of information we could find. We swallowed hard and dug deep, ingesting reports and trawling through newspaper archives.

Laden with facts and figures, posts and pictures, recipes and reviews, and lots more besides, we decided to start with the big message. Yes, “Celebrate Jackfruit Day”, but we needed something more, a hook to hang our jackfruit day on. The answer: “Declare your independence from meat on 4th July”. One of the big reasons why jackfruit is so hot right now is that it’s big with vegetarians and vegans. And July was nearly upon us. So, shazam, we had our message and our date – a powerful one that speaks to a key group of influencers.

Suggested further reading: YouTube food videos: add liberally to food awareness days

Continuing with the creative, we designed a logo and sourced images, and built a responsive website (ensuring full accessibility on all mobile devices) that includes video banners using videos from YouTube and an animated countdown to our day. We uploaded recipes and recipe videos (people are eating up YouTube food videos), making sure we linked every one back to the original author and crediting all the images. We also prepared a few blog posts and a recipe-related content offer based on attracting key audience groups.

The right ingredients: building global awareness

Alongside the creative, we did the tech stuff. We secured a top-level domain name because we wanted this to be a worldwide awareness day with the widest reach possible and set about building an online presence for it. We chose WordPress for the website because of its flexibility, usability and reliability. For the hosting, we opted for SiteGround because of its speed, dependability and overall service, and we also plugged in Google Analytics to monitor how people are finding and engaging with the site.

Then it was SEO time. We created a sitemap and submitted it to Google Search Console and linked it to Google Analytics, and we added our new day to a few food day lists, including the one on Wikipedia. We also set up real-time Google Alerts to keep us up to speed with anything new appearing in the Google Index related to jackfruit. In addition, in the footer of the website, we inserted a link to Pallant Digital in case anyone is interested in working with us on their online presence and digital marketing, and links from our blogs to jackfruitday.com to showcase our marketing capabilities.

A photo of Jackfruit flesh

By MullookkaaranOwn work, CC BY-SA 3.0, Link

Jacking it up: spoon in the social engagement

Social engagement was another key element of the build. We set up Twitter and Facebook accounts and ran searches to see who was talking about jackfruit, following some interesting and likely influencers as a result.

With Jackfruit Day fast approaching, we shared content on Twitter, Facebook, LinkedIn and Google+ to promote the first ever one, using #jackfruitday and pinning a few of our posts to get the feeds looking richer. We continued to reach out to individuals, bloggers and suppliers interested in jackfruit. We also followed larger organisations that promote a vegan lifestyle and vegan events, and #veganhour hosts. We retweeted and quote tweeted varied content in the food sector, focusing on those promoting a vegan/plant-based lifestyle, while continuing to add recipes and blog posts to keep our content fresh and create new opportunities to share and tag content on social channels.

So, when Jackfruit Day arrived, was the proof in the pudding? It was. We’d built awareness of the day based on a strong digital platform and a related social media marketing campaign. We were engaging with key influencers and putting a new, powerful spotlight on the jackfruit. Google Analytics told us that the most popular pages on our website, aside from the homepage, were the recipes and where-to-buy-pages, and that we’d had people from 27 countries pay us a visit. Engagement was strongest in the UK and the US.

So, that’s how we created Jackfruit Day. It now offers food manufacturers and other businesses whose products involve jackfruit a platform for engaging with core audiences and key influencers, and even the opportunity to identify and link with brand evangelists. It’s a marketing tool that can be used to increase mindshare, build brand engagement and ultimately drive sales.

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