Brancourts & Chef Tom Walton: An Influencer Partnership for Advertising Healthy Food
- The Change Starter
- Apr 7
- 5 min read
Updated: Apr 29
Advertising Healthy Food By Showcasing Versatility
Brancourts believe that cottage cheese is more than just a simple ingredient – it's a versatile powerhouse that can transform meals and elevate the culinary experience. While many Australians enjoy cottage cheese, we know that it's not always top of mind when it comes to meal planning. Sure, cottage cheese on toast, crackers, or with carrots are classic and delicious options, but Brancourts, along with our team, wanted to inspire consumers to think beyond the basics.
Objectives
The marketing objectives for this project were to elevate the Brancourts brand and engage with a new generation of consumers through a strategic influencer partnership. By setting these objectives, we secured an influencer partnership with an up-and-coming influencer who aligned with Brancourts' values and target audience, Chef Tom Walton. We then leveraged Chef Tom Walton's audience to drive awareness of Brancourts among a wider range of consumers. By doing this, we inspired versatile cottage cheese creations through compelling content and recipes developed in collaboration with the influencer and encouraged new cottage cheese fans to become followers of Brancourts and share their 'Better with Brancourts' creations.
Strategy for Advertising Healthy Food
The tagline 'Better with Brancourts' serves as the foundation for all of Brancourts' marketing efforts, reinforcing their commitment to enriching customers' lives through the versatility and quality of their cottage cheese. To fully embed this promise into their content and inspire consumers to think beyond the basics, The Change Starter secured an influencer partnership with renowned Chef Tom Walton.
This strategic collaboration was designed to showcase the transformative power of Brancourts Cottage Cheese in elevating and enhancing a wide array of dishes and overall advertising healthy food. By putting Chef Walton's culinary expertise and creativity on the spotlight, we were able to demonstrate the versatility of the product and encourage consumers to explore new and exciting ways to incorporate cottage cheese into their meals.
The partnership with Chef Walton emphasised the idea of enrichment, which is at the very core of what makes cottage cheese such a valuable addition to any meal. Through carefully crafted recipes and engaging content, we highlighted the nutritional benefits and wholesome nature of Brancourts Cottage Cheese, positioning it as an essential ingredient for those seeking to elevate their meals and, by extension, their overall wellbeing.
By combining the promise of culinary improvement with wholesome enrichment, The Change Starter created a compelling narrative that resonated with Brancourts' target audience. This influencer-driven approach increased brand awareness and fostered a sense of trust and reliability, as consumers looked to Chef Walton and Brancourts as knowledgeable guides in their culinary journey.
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Deliverables
In collaboration with our partner Ernest Agency, we negotiated and secured an influencer contract with Chef Tom Walton for him to create and deliver a collection of eight seasonal recipes featuring Brancourts Cottage Cheese, which include two recipes perfect for autumn, two hearty dishes for winter, and four refreshing options for summer. Additionally, a showcase of the 'Butter Board' trend, showcasing the versatility of cottage cheese.
The brief for our influencer was to inspire followers to embrace the incredible versatility of Brancourts Cottage Cheese through the creation of easy and healthy ways to elevate everyday meals and snacks by incorporating this nutritious ingredient, expanding people's perception of cottage cheese beyond the traditional pairings of crackers, bread, and crudités.
Through Chef Tom Walton’s influential voice, we empowered consumers to add Brancourts Cottage Cheese to their meal repertoire.
These recipes were delivered as videos of the recipe creation in Chef Tom Walton's unique style, photography of the finished dish and the product in use in the kitchen. Additionally, ASMR edits of product “exploration” – e.g. dolloping, stirring, spreading the product, close ups to show the curds, texture and creaminess, stirring it in the tub, etc. were produced.
This collaborative brand partnership between Brancourts and Chef Tom Walton took audience engagement to new heights with an exciting competition that challenged followers to showcase their culinary creativity. Participants were encouraged to develop innovative recipes featuring Brancourts Cottage Cheese and share their creations on Instagram using the hashtag #BetterWithBrancourts while tagging @brancourtsdairy.
This interactive element of the campaign not only fostered a sense of community among Brancourts’ target audience but also generated valuable user-generated content (UGC) that amplified the brand’s reach and credibility. By tapping into the power of UGC, Brancourts effectively demonstrated the versatility and appeal of their cottage cheese products through the eyes of real consumers.
Creative Showcase
The collaboration of Brancourts and Chef Tom Walton has brought culinary inspiration like never before, from mouthwatering brunch ideas with crushed cottage cheese and poached eggs to wholesome dishes perfect for the family.
Brancourts is elevating their dining experience one meal at a time.
Chef Tom's delicious creations, designed with passion and Brancourts' finest products.
Exciting coverage at events like the Sydney Royal Show, where Chef Tom showcased his signature dishes.
Behind the scenes sneak peeks from Chef Tom working with top -notch ingredients, shared across different platforms.
Outcomes
The partnership between Brancourts and Chef Tom Walton has proven to be a resounding success, showcasing the power of strategic brand collaborations in driving engagement and brand awareness. By aligning with a respected culinary authority like Chef Tom Walton, Brancourts has effectively communicated the versatility and quality of their cottage cheese products to a wider engaged audience.
Brancourts have also expressed her delight for the “incredible results” that the collaboration has provided and are “looking forward to seeing what’s next in line”.
The campaign's success is evident in the positive reception of the collaborative content, particularly the Instagram Reel featuring Chef Tom's upside-down blueberry cake recipe. This engaging post not only entertained viewers but also inspired them to explore new ways of incorporating Brancourts' cottage cheese into their own culinary creations.
Moreover, the campaign’s impressive 6.8% engagement rate underscores the effectiveness of Chef Tom Walton’s content in captivating and resonating with his followers. This high level of engagement demonstrates the trust and credibility that Chef Tom brings to the partnership, as well as the genuine interest and enthusiasm of consumers towards Brancourts’ products.
By leveraging the power of influencer partnerships in creating compelling, authentic content, Brancourts has successfully elevated their brand image and reached new engaged audiences.
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