Boni Plan't
From the festive table to a viral hit
For the holiday season, Boni Plan't wanted to prove that plant based products can be delicious, high quality and worthy of a festive table. Together with Flair and food creator Silke Van Engeland, Roularta Brand Studio created a social first campaign that inspired young women with easy festive recipes and delivered results far beyond expectations.
Diavoorstelling
The perfect recipe for impact
How do you make plant based products irresistible to a young, trend conscious audience? Together with Boni Plan't and Flair, we developed a concept that perfectly matched the way people consume content on social media. With Silke Van Engeland as the face of the campaign, we created an Easy Peasy Festive Finger Food Menu featuring four simple recipes that look impressive but are effortless to recreate at home.
We produced four short recipe Reels: Chips Deluxe, Smoked Salmon Blinis, Goat Cheese Christmas Tree and Festive Brownie. The videos were published on Flair's Instagram and TikTok channels as well as Silke Van Engeland's own social platforms. A native article on Flair.be brought all the recipes together, while additional Facebook and Instagram Stories distribution helped maximise the campaign's reach.
Results worth savouring
The campaign delivered outstanding performance across social, online and print.
Key results:
- 1,237,330 total social media impressions (NL + FR)
- 21,955 page views on Flair.be, 4.4x above target
- 51 seconds average time spent, well above the 30 second benchmark
- 519,379 accounts reached through Instagram Reels in FR
- 279,890 accounts reached through Instagram Reels in NL
The standout performer was the Smoked Salmon Blinis Reel, which went viral with 232,000 views. The exceptionally high save rates also showed that audiences didn't just watch the content, they found it genuinely valuable enough to keep for later.
