The Challenge

Truffles in general are a beautiful product, however they are incredibly niche and the price point on truffle products keeps it that way. Marketing luxury products with a view to growing the retail audience in such a unique category isn’t easy. The clients were keen to make truffles more accessible over time, bringing in a younger online foodie audience, whilst staying true to TruffleHunter’s luxury brand image and being flexible enough to hit the B2B market with the same or similar media and content.

Insights

The general target audience for TruffleHunter products are A/B, higher bracket income earners with a genuine interest in food, drink and travel.

Strategy & Approach

With a small client marketing team, our strategy and approach had to be purely collaborative and act as if we were part of the marketing team for this client. This approach allowed us to discuss the short, medium and long term marketing vision for the TruffleHunter brand, with a fresh perspective on what content marketing was required to help the client grow their new audiences, whilst also creating a clear link between the content that we produced and their more general commercial needs to grow. We approached this on-going project much like a magazine, mentoring our client team from the start, whilst always staying at least one quarter ahead of the game in terms of content production.

Results & Learnings

Creating a pyramid of commercial priorities helped us to maintain a fantastic relationship with the client, as their initial instinct was to focus our time and resource on video production for social media, however over time, the extremely high quality videos and animations that we produced for the client became better suited to trade shows and events to support their sales, alongside the continuous build on their social media profiles.