The content marketing campaign Just nimelt Juust! (Cheese It Is!) was organised for Džiugas in 2021 to introduce the legendary Lithuanian brand and cheese range to the local audience.
A special website was set up for the project, which alternated between publishing articles and a series of videos. As part of the series, four well-known local figures introduced their favourite cheese dishes to Delfi readers who appreciate the culinary arts.
Here are the favourite recipes of the four local figures: Saara Pius, Sander Rebane, Liina Randpere and Joel Ostrat. Although the guests' culinary skills were very different, one thing they had in common was a love of fine cheese.
The cheese project proved very popular among Delfi readers. In a month and a half, recipes, informational snippets and videos reached more than 207,000 readers via the content marketing block.
Food videos were indeed the most popular. The four videos attracted a total of more than 94,000 views, an average of 23,500 per episode.
Social media posts from the account Oma Maitse and personal posts from the participants also supported the campaign.
A campaign-specific website
A campaign-specific website was created for the Just nimelt Juust! project, which contained all of the videos and articles.
Social media posts
As part of the project, the participating public figures also shared their recipes on their personal social media accounts. The recipes were also posted on the Oma Maitse social media accounts.
Kampaania oluliseks elemendiks olid ka sisulood, mille kaudu tutvustati juustuga seotud fakte ja retsepte.