Golden Toast / Lieken

It's Sandwich Time! - a year-round cross-channel content series

In partnership with
Golden Toast / Lieken
As part of our annual partnership with Lieken, we created the crosschannel content series “It's Sandwich Time” and produced 3 highlight episodes in spring, summer and autumn. The stars of our series were Golden Toast and Lieken Urkorn products. Episode 1: It's Sandwich Time! - The Kitchen Stories Sandwich Duel Episode 2: It's Sandwich Time! Episode 3: It's Burger Time!

3.6m

Impressions

1.8%

Conversion

1.3m

Video Views

briefing

Following the introduction of Golden Toast's new packaging design and a first awareness campaign in autumn 2022, we have launched a content series with which we want to bring the Golden Toast & Lieken brands into the minds and kitchens of our users in a sustainable way — with our own, recognizable look of the series as well as endorsement through testimonials and engagement-driving content.

idea

With a year-round concept, we have created always-on communication and peaks with 3 highlight episodes for Golden Toast and Lieken Urkorn. Each episode consisted of social storytelling formats, which we created specifically for each channel, and recipes related to Hero products. Highlight recipes were also played out widely on social media in the form of shorts (reels). In total, we have created 8 new, exciting recipes. To ensure additional brand visibility throughout the year, we have launched the “Sandwich of the Month” format and prominently placed a seasonally appropriate highlight recipe on the Kitchen Stories homepage every month.

Content & channels

8 recipes, 9 short videos, 1 Instagram competition, 12 recipe highlight modules//Kitchen Stories app and website, B2C newsletter, Instagram, Pinterest, Facebook, TikTok, YouTube

The key to sustainable success: Consistency & continuity

With unique campaigns, we create highlights and hypes for a specific event or period of time. With a serial format over a longer period of time, however, we can sustainably build brand consideration in our community. Thanks to a consistent look of the campaign, which perfectly picks up on the branding of Golden Toast and Lieken Urkorn and thus evokes direct associations among users, as well as the regularity of integrations and brand presence on Kitchen Stories and our channels, we were able to see that the performance of all recipes has steadily increased, such as the length of stay (by around 54% since 2022) and the Cooking Index (by around 50% since 2022).

Trends, seasonality & SEO optimization

Another factor for the successful performance of our recipes is the balance between simple and extravagant recipes, manageable effort, seasonal and regional ingredients — but in particular taking current trends in the food world into account and integrating relevant keywords for SEO-optimized display.

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