Launching a Korean food brand
Following great success in Spain and the US, the South Korean plant-based seasoning sauce made of umami rich vegetables, Yondu was launched into the UK market, encouraging Brits to integrate the ‘Joy of Veg’ into their cooking. Siren was brought on to introduce the brand, loved by Michelin Star chefs, and promote the product to food media, influencers and chefs across the UK to kick start brand awareness, consumer following and most importantly sales.
Team Siren targeted both high profile and micro-influencer chefs and food lovers to test and promote Yondu through a combined approach; utilising and promoting earned, owned and paid for content. We identified the target influencers we wanted to partner with, including renowned author and chef Gizzi Erskine, Korean specialist Jordan Bourke, food writer and book author Rosie Birkett and caterer Milli Taylor. An additional top tier influencer list was also identified, to gift bespoke Yondu media boxes to. The main objective of this campaign was to increase engagement and promotion of the brand across Instagram. Along side influencer relations, a press office featuring media relations was rolled out, securing coverage in The Times, The Telegraph, Sheerluxe, BBC Good Food and more of the UK’s leading media outlets.