The Blue Runner brand wanted to associate itself with Louisiana culinary culture as a whole and increase fan engagement on social media. Seems easy for a Creole food company, right? Not quite. Louisiana Creole foods are cooked differently by everyone, often according to family recipes. Preparing these dishes often takes time and great attention to detail. Blue Runner provides bases for Cajun dishes, making preparation quick and easy. We had to find the connection.
Instead of competing with other Creole dishes and restaurants, we decided to host “Creole Madness,” a March Madness inspired tournament in which famous Louisiana restaurants pitted their prized Creole dishes against each other to determine the champion. Fans of all restaurants could vote on the Blue Runner Facebook page, and the bracket was hosted on a special microsite.
Fans were also given incentives to vote. Sixteen gift cards from each of the 16 restaurants were up for grabs, as well as Blue Runner prize packs. One lucky fan even won a year’s supply of Blue Runner products, delivered straight to his/her door. Why did it work? We tapped into not only our own fan base but also those of famous Louisiana restaurants. People who wanted to vote for their favorite dishes had to like the Blue Runner page to do so. This increased fan engagement for both Blue Runner and the competing restaurants.