A brand new and innovative product like YAMAS! Whipped Feta needed a fresh social strategy. Organic engagement is difficult to attain via Instagram, while at the same time making your own whipped feta was cooking up a storm on TikTok, so we used the launch to establish the YAMAS! TikTok channel. FoodTok is one of the most popular subcultures on the platform, but in order to gain traction and create viralability the recipe needs to be unique, yet simple, a bit weird, but delicious.

With no pre-existing content like it (unique), and the most universally liked ready-meal (simple), we launched the Whipped Feta Pizza.

Working with brand ambassador Nicola Jackson-Jones aka @twocentspizza, we leveraged her award-winning pizza making skills and challenged her to create a series of recipes that incorporated YAMAS! Whipped Feta as the hero ingredient.

Developing the social plan and shoot list in advance, we arrived on site at pizza development kitchen LLK ready to hit the ground running. Capturing several 'mini' pieces of content throughout the day across multiple devices for easy editing into snappy videos in line with social best practise.

Without budget for paid spend, we utilised our little black book of influencers and sent 27 gift boxes complete with all the ingredients and recipe card to make our hero #WhippedFetaPizza at home and identified trending CapCut templates to create filler content.