Sharing Flora’s Plant Based Butter with Chefs across Europe.
Challange
Flora Professional Europe wanted to generate awareness and qualified leads for its Plant-Based butter alternative among foodservice professionals in six countries. Previous lead generation campaigns had struggled to produce a high proportion of qualified leads.
Insights
We know that Chefs respond best to direct, functional messaging, especially with free sample incentives. And with a wave of high interest in new plant-based ingredients across Europe’s, we could use Floral’s brand recognition for quality to drive awareness of the new butter product.
Solution
We used a full-funnel digital strategy focused on Meta and Google channels, optimising creatives by market which offered a free sample. We introduced CRM integration and data feedback loops to improve lead quality over time. Reaching our target audience with a mix of engaging video assets alongside search geared towards lead generation. This combination meant we could better understand which platforms, audiences, and targeting methods worked best for qualified leads.
Results
5.8m
Impressions
2,850
Qualified Leads
€8.52
Avg Cost per Lead
23.5%
Cost Reduction per Lead
