Challenge Building on our learnings from 2021 and exploring new opportunities for the brand, PHG was tasked with building an influencer program that opens us up to new audiences, aligns us with new influencers and incorporates a new product launch.
The celebrity influencer partnership needs to be based on organic brand affinity, as well as their new and ongoing platforms that will allow us to capitalize on real time programming. The influencer needs to help the brand move away from trained chefs and focus on the “at-home” cooking occasion.
Solution PHG identified several potential partners, but ultimately presented our lead recommendation: Antoni Porowski.
Antoni Porowski is a New York Times Bestselling Author and star of Netflix’s hit series Queer Eye. As Queer Eye’s food and wine expert, the self-taught cook brings with him a lifelong passion for food. Antoni’s first cookbook, Antoni in the Kitchen, was released in Fall 2019, debuting at #2 on the New York Times’ Best Seller List and he subsequently released his next cookbook, Antoni: Let’s Do Dinner. In 2022, he announced a new Netflix show, Easy-Bake Battle: The Home Cooking Competition. Born in Canada to Polish emigrants, Antoni is an outspoken advocate for LGBTQ+ rights everywhere, especially his family’s native Poland. With appealing vulnerability, he shows cooks of all levels how to become more confident in the kitchen.
To best activate our partnership with Antoni, the PHG team planned a full day together to capture content in a meaningful way – long-form video segments, short clips, photos and behind-the-scenes. This way, we could extend our content strategy over several months and capitalize on our partnership period.
Additionally, Antoni became the face of the launch of Better Than Bouillon’s Culinary Collection and we organized a coordinated announcement across social channels.
Our new partnership just launched in late September 2022 but in order to best measure success for our program, we are leveraging a 3rd party performance tool in addition to tracking social engagement, website visits and purchases.