In a few words
In 2024, Taste Original set out with clear and ambitious goals: to grow brand awareness, increase the size and engagement of its community, and boost sales of its core product: chicken satay skewers in the chilled meat category.
Objectives and approach
Fablr developed a digital-first marketing strategy built around a multi-channel approach, carefully balancing paid media, organic engagement, and creator partnerships. The brand successfully delivered a memorable year-long campaign that connected with its audience and drove real-world results.
Our delivery was to build brand awareness and audience engagement for a product that had recently undergone a major visual rebrand. Additional priorities we needed to factor in were continuing to grow the brand’s social community and to develop a memorable brand voice for Taste Original.
Influencer and Creator Partnerships
To harness the enthusiasm of its loyal fanbase, Taste Original launched The Originals, a creator programme designed to encourage user-generated content (UGC). Fans were invited to submit fun, authentic content in exchange for prizes, with selected entries repurposed for future campaigns. This laid the groundwork for a vibrant community and reinforced the brand’s approachable tone.
The brand also collaborated with a large range of content creators, commissioning a substantial number of high-quality videos aligned with seasonal events and lifestyle themes. This creator-led strategy provided diverse, relatable content and expanded Taste Original’s reach across social platforms. The videos served as a pilot to test the impact of influencers and creators before the launch of a larger, new product campaign, planned for 2025.
Campaign planning
Taste Original ran 12 themed campaigns across the year, tying into major cultural moments such as the Olympics and the Euros, as well as key seasonal trends like back-to-school, summer travel, outdoor eating, and Halloween. These helped the brand stay top-of-mind throughout the year, maintaining consistent engagement.
New lifestyle-focused product photography, featuring themes like fitness, picnics and office snacking, were rolled out alongside updated website product pages. These bright, modern visuals helped reinforce brand appeal and supported new product development launches across the year.
Brand building
Successful brand building is often about avoiding direct mention of your product, and creating content that has genuine entertainment value. The ‘Original Bites’ newsletter series was conceived to do just that. Designed and produced by Fablr, this irreverent monthly email takes on everything from trending topics and celebrity culture right through through to music and sport.
It is presented through the lens of a multi-generational family household, creating a vehicle for the brand to express itself more meaningfully with audiences in a way that simply wouldn’t be possible with traditional advertising or branded content. The newsletter achieved an average open rate of 20% across all issues, growing the mailing list to over 7,000+ subscribers.
Results
The campaign successfully achieved its primary objectives:
– 12 million impressions across paid and organic channels
– 3.8 million unique reach, bringing Taste Original to new audiences
– 44,000 engagements, with strong community interaction
– 9,000+ new followers with sustained audience growth
– 78,000 video minutes viewed
– 7,000+ email subscribers gained, with a healthy 20% open rate
These figures reflect a significant boost in brand awareness and digital footprint. Additionally, the insights gained through the survey help set the stage for further campaigns in 2025 and beyond.