EIT Food West with support of Vlaanderen Circulair used influencers to evaluate new concepts. We sent four famous Belgian food bloggers a package with products from our startups such as insect-based snacks and toasts made of beer side streams. The promoted start-ups were Banabooms, Beerfood, Karma Karma, Nimavert & SwitchEat. This way, a large audience is reached and introduced to new, healthy and sustainable products and food concepts. These influencers are trusted by their audience and can deliver the science-based messages needed to deliver a real cultural shift in behaviour.
The four Belgian food bloggers we worked with are Roeckiesworld, As Cooked by Ginger, The Messy Chef, Chloe Kookt and Manon Macaron. Instagram was the main channel used to stream videos, followed by Facebook.
In total, through our campaign, we introduced 33.956 Belgians to new, innovative food products. Overall reactions from the audience were very positive, with the recurring question as to where these products can be found or purchased.
One of the videos that was created by the food influencers: