As Thailand shifted to work-from-home in the wake of the COVID-19 pandemic and the government instituting a state of emergency, Hill+Knowlton Strategies Thailand worked with BERTOLLI®, the world’s number one olive oil brand, to live its mission of promoting healthy eating during this challenging time.
Drawing on previous activities and materials with influencers, H+K brought together popular chefs and cooks to develop and launch a free digital ‘At Home’ recipe book with a goal to inspire Thais to eat nutritiously at home, while showcasing the versatility of Bertolli olive oil and its health benefits.
In addition to creating press materials for earned media and owned channels to launch the book, H+K further amplified the campaign by asking Bertolli’s Facebook followers to participate in its existing #BertolliChallenge cooking campaign where users share their own original recipes using Bertolli Olive Oil. Coverage of the Bertolli At Home Recipe Book generated over 257 million media impressions including print, online and social. Since the launch of the #BertolliChallenge hashtag, social media followers have contributed more than 535 original recipes, with plans to feature some of them within the recipe book’s second edition.