The winning recipe in Kallø’s ‘Soup Scooter’ promotion has been showcased in a full-page advert in leading consumer food title, Olive, as part of the competition prize.
The natural, no-nonsense food and snack brand, owned by Wessanen UK, will also feature the winning recipe on its website for the remainder of the month.
The warming lentil, sweet potato and kale soup with turmeric, ground cinnamon and fresh ginger was created by, Lucy Parissi, a food photographer and blogger from London. As part of the prize she also won a cooking class at Raymond Blanc’s cookery school at Belmond Le Manoir, and to have her soup delivered to her workplace by Kallø’s very own soup scooter.
With Ms Parissi’s job meaning she works from home, she kindly decided to donate her soup portions to her local homeless shelter instead – providing those in need with a warm and healthy meal, hand-delivered by Kallø ambassadors and a branded scooter.
Targeting young foodies, the competition invited consumers to upload a picture of their favourite homemade soup recipes using Kallø’s stock cubes to Instagram.
Over three weeks, five influential food bloggers and vloggers (Rebel Recipes, Twigg Studios, Plant Based Pixie, Ffion Mckeown and Catherine Frawle), created soup recipe videos to help support the campaign, which were all then shared by Kallø on its Instagram page.
This is the second year the ‘Soup Scooter’ competition has taken place and it was once again a success, with a total campaign reach of over 2 million and an online media partner reach of 333k.
The aim was to create awareness of the Wessanen-owned brand in the UK, and Kallø’s naturally low salt stock cubes while reinforcing its simple and delicious brand positioning.