Just fourteen months ago, American Frozen Foods in Scarborough, Maine, was having a hard time putting together a successful digital marketing strategy. They wanted to reach new customers while adding value and deepening relationships with their existing customers.
My work with them initially consisted of individual coaching sessions and grew to more of an in-house role. I analyzed everything they were currently doing, researched their ideal customer, and asked lots of questions. We determined that they were casting too wide a net and haphazardly posting on their social channels.
Some of these posts were cooking videos, and kitchen hacks from other companies. I thought we should create our own videos and keep attention on American Frozen Foods instead of sharing posts that drive our customers away from our channels.
Since their Marketing Director, Theo Shaughnessy has 15 years of experience in the foodservice industry, I suggested we turn him into the American Frozen Foods resident Chef. Kitchen Inspirations with Chef Theo was born, and four months later, we wrapped up our eighth episode (watch it below). Theo was a little camera shy at first but with plenty of practice, he fully embraces his role and looks forward to it each month.
We support the recorded videos with Live appearances form Chef Theo for Q&A’s and various contests.
The response from their customers is overwhelmingly positive and providing the added value we all hoped for. They are engaging with us more and sharing the Chef Theo videos with their friends and family. As of this month, we have gained 200 Facebook fans and Our videos have over 20,000 organic views!
More importantly, their customers are receiving the added value we hoped for and a little inspiration for preparing the products they purchase from American Frozen Foods.