"I Am Porridger!" – How MILRAM's Online Challenge is Promoting Porridge as a Superfood
Background and Challenge
What makes porridge a superfood? The quality ingredients certainly, but also its versatility. Quickly prepared or carefully garnished – porridge can do it all. And MILRAM masters porridge.
This message needed to resonate with recipe-loving, health-conscious millennials. MILRAM's goal wasn't just awareness for their new porridge products, but sustainable user engagement within the MILRAM community on social media.
Approach and Realization
Porridge lovers are naturally confident – and this self-assured communication of personal identity was perfectly captured in the concept "I Am Porridger!", which was presented to us and which we implemented in great detail. Thanks to the specially developed Porridge Generator, porridge fans could share their uniqueness directly with the MILRAM community – while competing for one of 250 exclusive MILRAM porridge packages.
The campaign was supported digitally from start to finish: with a dedicated landing page, newsletter integration, and design of all social media activities across Facebook, Instagram, Pinterest, and TikTok.
Results
Several thousand contest entries gave MILRAM a major community boost, instant brand recognition for MILRAM Porridge among the key target audience, and resounding success. A campaign that truly delivers!
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