Content for the Kitchen
Long-standing partner Kenwood invited Salween Group to create a kick-ass new campaign and content-rich website to engage the health-focused home cook.
The well-known brand had one clear goal — educate, inform, and entertain the customer without the hard sell of traditional advertising.
The Love Wholesome campaign became a textbook example of content marketing in action.
Using storytelling techniques and great design to bring the recipes to life — the Salween Group team created the website and managed an extensive content pipeline supported by a paid omnichannel outreach plan.
Building a Newsroom
The website was run (by us) like a traditional newsroom — with specialist writers contributing to the news agenda, creating story angles and feature ideas that fed the bigger content pipeline. Video and infographics complimented articles, giving the site a modern mix of shareable content to engage the customer.
We chose to reach the different audience groups with the right content at the right point in their journey. Our plan was supported by a tactical PPC (Google Search & Display) campaign whilst managing ads on the site to drive targeted traffic to the Kenwood e-commerce site.
Our team used regular EDMs and newsletters to engage the community further, with traditional tactical and seasonal campaigns complimenting the evergreen message; EDMs and landing pages worked as a powerful combination.