Cateromarket.pl is a platform for searching and comparing meal delivery services. The digital PR campaign for the client in the dietary catering industry covered a variety of vacation-related topics. One of the aspects was healthy eating during summer trips and being on a diet before the vacation season. We asked respondents about their food-related expenses. As a result, we were able to address the current economic situation and the “horror receipts” so eagerly talked about by the media.
Campaign’s target audience
- General media, gastronomy, travel, business, and HoReCa industry journalists,
- vacationers during summer,
- people who are interested in traveling and dining on a trip.
Goals and effects
Business goals
- Acquiring a larger number of publications and links on the online platforms,
- Increasing the online presence and recognition of the Cateromarket.pl brand.
Image goals
- Supporting the development of the brand as a gastronomy expert.
Content goals
- Getting to know where, how, and what Polish people eat during vacation,
- Researching the approach of Poles to healthy eating and keeping a diet during the off-work time,
- Promoting the meal delivery service during the summer.
Source: Ahrefs
The increase of domains linking to cateromarket.pl from the start of the campaign in June 2022.
Strategy
- We based the content on quantitative research and expert statements from various industries (dietary, culinary, travel). Thanks to that, we acquired unique data from surveys, backed by authors’ comments.
- We took into consideration the rising interest in the eating while traveling phenomenon and the desire to get to know the world by tasting reality.
- Due to the date of the campaign (June), we placed our bet on a summer subject but still related to the customer (food). Thanks to that, we obtained a large amount of media interest, but we didn’t copy the vacation reports.
- The subject follows the food/slow life trend and attracts attention to the growing social awareness of food being an identity-building component of certain regions and cultures.
Realization
1. On the basis of the research plan, we created a downloadable questionnaire, in which 1005 participants of age from all around Poland took part, both women and men. All respondents were people who spend their vacation time outside their place of residence at least once a year, for a minimum of one week.
2. In the survey, among other questions, we asked about how the travelers eat on a trip, which gastronomical objects they visit, and how much money they spend during a trip.
3. On the basis of the received results, we created the article and published it on the Cateromarket.pl blog.
4. In the article, except for the survey results, we placed expert statements from different industries (dietary, culinary, travel):
5. Based on the article, we prepared press materials, which we sent to the media. The campaign-promoting texts were personalized depending on the editorial office and the subject of the platform.
Effects
- After two weeks of the promotion, there were 129 publications in the media with an overall reach of 5.4 million and an equivalent ad value of 667 thousand zł (according to Newspoint).
- We acquired 40 dofollow links, 5 nofollow ones, and 93 brand mentions.
- The report was very popular in the media and was published on the largest national portals, such as Onet.pl, Wprost.pl, Gazeta.pl, Dziennik.pl, or Interia.pl. Additionally, it also made an appearance on HoReCa platforms and other, large business websites (Business Insider, Infor, Strefa Biznesu).
- In addition to the traditional articles and blog posts, the campaign has become an inspiration for the podcast (Rock i Borys). Its results were also talked about on the television program Pytanie na Śniadanie.
- The report was printed in the annual Rynek Gastronomiczny w Polsce – RAPORT 2022, which was released in July.
Summary
One of the biggest advantages of the campaign was the fact that it touched on issues that are close to many journalists and readers. The subject’s versatility and a detailed analysis of eating habits while traveling were a jackpot. Such a report that included different vacation aspects (travel inspirations, finance, healthy eating) has never been so widely commented on in the media.
Perfect timing was also one of the reasons behind the success of the campaign. We started the promotion right at the beginning of June, soon after International Children’s Day, having only three weeks until the start of vacation. A huge upside of the campaign was the high quality of the written text and the press materials.
The entire campaign turned out to be a great success – we acquired numerous publications in famous media of different backgrounds (national, local, travel, gastronomical, finance). What’s more, plenty of journalists even used the received press materials, even after the conclusion of the campaign.
Effects
5.4 mln
general reach of publications
667 000 PLN
general value of publications
129
publications in media