CONTEXT
Near East came to GERTRUDE with the challenge of connecting the moderately known, premium side dish brand to a foodie, socially-centric audience. With a glut of content in the space already, our strategy to “elevate the everyday” with Near East sides broke through via an integrated content campaign and series that challenged viewers to “Show Us Your Side Hustle.” It was the perfect marriage of product benefit (speed) and pop culture trend. Celebrity-meets-mom-meets-culinary-influencer Tamera Mowry Housley was the ideal personality to lead the charge, bringing viewers inspiration and ideas from her very own kitchen.
WHAT WE DID
Brand strategy, Influencer programming, Content, Social, Promotion
OUTCOME
The Near East “Show Us Your Side Hustle” campaign connected the moderately known, premium side dish brand to a 10M+ social audience via a 3-month episodic content series featuring Near East cooking stories from Tamera Mowry Housley along with several TikTok & IG influencers renowned for their culinary side hustle. As a result, we got the brand into the kitchens and onto the tables of this hard-to-reach audience with simplicity and style.