Published posts at Facebook for Renée Voltaire AB – Photograph & Copy: Karin Backlund
eNLIGHTen people
about food
& its ingredients
Client:
Renée Voltaire AB, (www.reneevoltaire.se)
Renée Voltaire AB offers organic, vegan and gluten-free products for consumers in mainly the nordic countries. The products can be find in supermarkets, cinemas, pharmacies, digital stores as well as in there own webbshop.
brief:
Products of Renée Voltaire are often perceived as difficult ingredients which are not so easy to understand how to use them. Another detect problem is that people often seem to have a low degree of knowledge when it comes to what a food product in supermarkets contain. Renée therefor wants to highlight in an effective way that it can be a huge difference between ingredients in similar products between different brands, and these ingredients are important since they may affect the body as well as the environment.
my work:
- Ideation
- Photography
- Copy
- Follow up
"Inspire, educate and explain“
The idea:
Social media will be used as a channel to enlighten, explain and create an interest of products by Renée Voltaire AB. The idea is to create posts in social media with nutrions facts, easy recipes and inspiring knowledge with the target to lead traffic to the webbshop/website.
Together with the CEO new recipes will be created in an ongoing process, inspired by ingredients, seasons or occasions. By creating simple and fast recipes based on products from the assortment of Renée Voltaire, these products will be explained and the viewer will be invited to explore the ingredients without the need of being a master chef at home. By creating new recipes as an alternativ to old traditional foods, cookies and snacks with the option for vegan ingredients as well as free from both gluten and white sugar. The recipes are shared at the website.
Copy published in the social media posts should also highlight facts of vegan nutrition, environmental information and human wellness to create an awareness of the differences between food and food, products and products etc.
By always link every post to the website; directly to the specific product or the recipe will create a lead to purchase as well as to create an awareness of the products in physical stores. The content will then be exposed in other channels as well, such as Facebook, Instagram, banners on website and newsletter. Each post will be followed up by clicks and reactions.
the design:
The pictures used must be attractive and inviting. The newly cooked food or freshly baked cakes are photographed in an up build environment with the purpose to make it look as it is served at home, in anybody’s kitchen. This will make an inviting impression to do the same food yourself. But everything is shoot in the companies normal office environment which of course is an obstacle. A big challenge here is also to photograph the food or cake fast since they change in character after a while because it is real edible food without any photography cheats. It is important for the brand that it is natural and real food, no fake. The photograph equipment is also very limited with both light and space, but nothing of these can impact the outcome of the picture.
The copy, in Swedish for reaching the target group, is varying in length due to its message. Educational text can with advantage be longer even if it is posted in social media where the attention is limited and longer text are not recommended. Here is the picture in combination with the first sentence playing an important role to invite reading more. On the other hand is inspirational posts, recipes or informational posts of e.g a new product short, direct and quick to read. The tone in all copies should always be positive, inspiring and following the set directions of the company.
Each post on Facebook is ending with a link to the website, easy to find the recipe, read about the product and be able to purchase it. Sometimes products are tagged to highlight them even more.
