#FairKitchens

Unilever Food Solutions

Championing a healthier culture within the hospitality industry with UFS.

40K

Engaged followers and growing

7M

Impressions

200%

Audience growth

Brief

To strengthen the position of #FairKitchens — a UFS purpose-led initiative — as an unmissable social movement to create a healthier culture that challenges industry norms within the hospitality industry.

Solution

A revitalised digital content strategy that positions the brand as an authentic change agent, educates the target audience and inspires stakeholder buy-in through powerful storytelling.

What We Did

We use social listening and regular research sessions — tapping into a network of over 250 chefs and industry professionals in the process — to discover the topics and pain points we should focus on. Based on our findings, we craft and publish a wide range of content across Facebook, Instagram and LinkedIn, including videos, memes, and infographics as well as live virtual events, all of which we optimise for maximum performance.

Results

#FairKitchens has enjoyed increased audience engagement year on year, with audiences not only leaving thoughtful comments and sharing their own experiences, but also reposting the content which gets the brand out authentically. Social participation is a critical outcome for the initiative.

#FairKitchens is a challenging but also very rewarding job. We have succeeded in building this social platform by having a strong partnership and team with our agency. I’m very pleased and thankful to have Greenpark as our trusted partner on this journey which I believe makes a huge difference within the Foodservice Industry.

Natalia Agafonova

Head of Marketing

Unilever Food Solutions