Crowdify Global

CASE STUDY

Case study 

Morocco foodex

Over 6,000 Flyers handed out

Over 250 food samples handed out per day

over 10,000 Facebook followers

The challenge

Morocco FoodEx is a public body of Moroccan food produce exporters, backed by the Moroccan Ministry of Agriculture, that successfully launched a brand awareness campaign to UK importers and consumers in 2021 under the brand “FromMoroccotoUK”.

Morocco FoodEx wanted to take advantage of two events that had recently taken place. First was the opening of a new shipping line from Tangiers to Poole and the second was to take advantage of Brexit, with the UK being able to trade with overseas countries outside of the European Union.

Crowdify Global was approached by a Moroccan based Agency to utilise it expertise in Digital Marketing and Social Media Management providing a full range of services all under one roof. Working with its strategic partners Crowdify was able to deliver a successful brand awareness campaign to launch the “FromMoroccotoUK”, brand and Morocco FoodEx as a trusted trading partner providing quality produce to UK businesses (B2B) and consumers (B2C).

Our impact

Our brief was simple: increase the brand awareness of high-quality Moroccan grown and produced food products to the UK retail, and consumer markets. Showcasing Morocco as a modern, reliable trading partner for British businesses via their new shipping line with the United Kingdom and via modern infrastructure projects in Morocco’s ports .

Our solution: was to also keep it simple so the message was clearly understood and well received. The main elements of this campaign was an experiential activation using a “branded” food truck targeting Londoners with Moroccan food samples, a PR trade campaign focused on publications like The Grocer, Fresh Palza and Fruitnet , organic and paid social media campaign, collaborations with dignitaries (Moroccan Ambassador to the UK – Ambassador Aboudrar) and celebrities with a Moroccan connection such as Khalid Dahbi. Established a partnership with a UK Based surplus food redistribution charity FareShare under the campaign banner “FromMorocctoUK”

All of this just coming out of lockdown from COVID-19

 

Crowdify Global and Partners delivered the following:

PR COVERAGE

Crowdify’s press relations partner officially launched the brand awareness campaign via a press release to the UK food press announcing the on-street campaign and followed an interview with the Moroccan Ambassador to the UK. This was followed by a series of press articles and interviews about the new route, produce and logistics that was well received by the UK food press with publications such as the Grocer, the Grocery Trader, Fresh Plaza and Fruitnet amongst others. 

EXPERIENTIAL
ACTIVATION

Crowdify teamed up with its in-house sister company StreetPR to launch the on-street campaign outside the Moroccan Embassy with a London Food Truck tour and Pop-up shop via 4-day activation, handing out over 250+ food samples per day and over 6,000 flyers across London, showcasing Moroccan produce (complying with COVID-19 protocols) from a “FromMoroccotoUK”, branded food truck with brand ambassadors.

SOCIAL MEDIA
MANAGEMENT

Crowdify’s in-house Social Media team created high quality content and videos for posts, scheduling up to three posts per week on LinkedIn, Facebook, and Instagram, placing the “FromMoroccotoUK”, brand in-front of B2B and B2C customers, growing out their Facebook following to over 10,000 followers. Our in-house Paid Social team was also on hand to create ads and boost posts as and when required from Morocco FoodEx.

PARTNERSHIPS
& INFLUENCERS

Crowdify’s Project Manager engaged with influencers and industry contacts to promote the “FromMoroccotoUK”, brand via Cooking Videos with Khalid Dahbi, Podcasts with Chris White from Fruitnet / Eurofruit and put together an industry- first, partnership agreement with one of the UK biggest Surplus Food Redistribution organisations FareShare.

SEARCH ENGINE
OPTIMISATION

Crowdify’s Search Engine Optimisation team ran a SEO program to underpin all the above actions and campaigns run on Social Media to ensure that the visibility of the “FromMoroccotoUK” website was as on the first page of google searches.

The results

Campaign duration: 3-months

Activation: 

  • 4-Day Food Distribution campaign across London on a “FromMoroccoToUK” branded food truck and pop-up shop. 
  • 250+ food samples handed out per day
  • Over 6,000 Flyers handed out

Facebook:

  • Increased Facebook Following to over 10,000 followers

Editorial Outreach:

Podcast:

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Increased over 10,000 Facebook followers
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Over 6,000 Flyers handed out
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Over 250 food samples handed out per day
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Podcast Chris White Fruitbox 35,000 visits