Amazon, S.Pellegrino Host a 'Friendsgiving'
Nestle Waters' S.Pellegrino partnered with Amazon to stage a pandemic-conscious, Friendsgiving-themed storefront spotlighting shoppable recipes prepared by culinary star Kristen Kish of Top Chef fame.
Communicating a "guide to Friendsgiving" message, the brand shop
(amazon.com/adlp/sanpellegrinofresh) contains recipes created by Kish's friends spanning a cranberry orange upside-down cake, a manicotti dish, and a brussels sprout salad with bacon and golden raisin jam. The mobile-optimized shop contains several videos (see one below) depicting Kish putting her own spin on the dishes as she connects with her friends virtually due to the COVID-19 pandemic. Each recipe on the page:
- lets shoppers download a PDF of the recipe,
- directs shoppers to a page to get all the ingredients delivered via Amazon Fresh (wherever the service is available),
- pairs the dish with a S.Pellegrino beverage, allowing shoppers to add the SKUs directly to their cart via an "add to cart" button.
The storefront is part of the brand's larger "Our Food, Our Stories" campaign, which focuses on a series of videos and recipe content featuring Kish cooking her friends' and family's most meaningful holiday dishes. Recipes and videos are shared via the brand's YouTube channel and Facebook page with the latter sharing multiple updates directing users to the Amazon storefront. A page within the brand's website (friendsgiving.sanpellegrino.com) also spotlights the series of videos and recipes, directing users to Amazon to "explore" the recipes.
Additionally, S.Pellegrino ran a sweepstakes awarding three grand-prize winners with a 30-minute video call with Kish to discuss all aspects of holiday entertaining, a 10-piece All-Clad cookware set, a Kristen Kish Cooking: Recipes and Techniques cookbook, and a $500 Amazon gift card (though the retailer did not sponsor the sweeps). Consumers entered from Nov. 9-29 by sharing a Thanksgiving recipe, memory or tradition while using hashtags "OurFoodOurStories" and "Sweepstakes" on Instagram, Facebook or Twitter. Southfield, MI-based Merkle administered.
The program is a great example of how brands, increasingly in grocery, are making all their digital media shoppable, said Amy Andrews, senior vice president, e-commerce, at The Mars Agency, during "The Future of Shopper Marketing: Plan Today, Win Tomorrow" panel discussion at Expo last month. The Mars Agency worked on the program with Nestle Waters. "Some of the old stereotypes would be that we couldn't create that in a retailer space. ... It's a great example of some of the benefits of retailers enhancing their media capabilities," Andrews said.
Andrews led the panel discussion with Karen Firda, senior manager, retail activation and digital commerce, Nestle Waters, Payman Nejati, Anycart co-founder, and Lynn Berry, vp, group creative director, The Mars Agency. Firda noted that the Amazon program is "a really great example of driving kind of national media to a shoppable retailer experience."
"It's not just ... pack shots and price points," Firda said. "It really demonstrates how shopper marketers can create a really amazing, branded experience on a retailer's media platform."
These types of partnerships resonate with shoppers. "They don't care what kind of site they're on," Firda said. "They want to be able to immerse themselves in the experience and click and buy and have it show up at their front door."
Retailer media networks allow marketers to share richer brand stories. "We're developing content that we'd expect to see on proprietary brand sites or above the line media," Berry said. "Now, brands are able to utilize the dot-com platform much like Amazon and the Friendsgiving [program] and we have the ability to really target those shoppers and target those geographies, which is really unique."