From Kitchen Boy to a comprehensive marketing partnership
The Challenge
Kitchen Joy wants its Thai Cubes to become a staple in Finnish freezers. The brand aimed to better reach Generation Z in particular and find a way to engage them effectively across multiple channels. What kind of idea would get Gen Z excited about Thai ready meals?
Strategy
It all started with a perfect brand match. Gen Z's purchasing decisions are influenced by friends, and especially by influencers. We realized that Kitchen Joy could best reach this advertising-critical target group through an influencer on social media. We connected Kitchen Joy with Lako, Finland's most popular gaming influencer, who was already a fan of Thai Cubes and familiar with Thailand through his own family roots.
Creative Idea
Introducing Kitchen Boy – a culinary enthusiast who swears by effortless, yet incredibly delicious, gaming snacks. The collaboration with Lako, which began on YouTube, has over the years expanded to include other social media influencers and channels, events, outdoor advertising, television, cinemas, and even ski lifts. For the younger audience, Kitchen Joy and Kitchen Boy are one and the same. If Lako isn't seen for a while, people ask about him on social media.
Comprehensive Marketing Partner
The partnership, which began with influencer marketing, has evolved over five years into a more strategic direction. Today, we are Kitchen Joy's comprehensive marketing partner. In addition to influencer marketing, our collaboration includes multi-channel social media content production, advertising campaigns, and the planning and execution of PR initiatives.
+200 000
Likes annually
+5.8 M
Views per year
+6%
Engagement rate for YouTube long-form videos
60–70%
13-24 year olds in the reached audience
Yhteistyö Trootin kanssa on sujuvaa ja täynnä luovaa ideointia. Olemme onnistuneet yhdessä tuomaan vaikuttajamarkkinoinnin vahvasti brändimme ytimeen, jolloin se on luonnollisesti nivoutunut myös osaksi kaupallisia tavoitteitamme. Trootin kanssa olemme tavoittaneet ydinyleisömme oikeissa kanavissa, oikeaan aikaan – ja näkyvyyden lisäksi tämä on tuonut konkreettisia tuloksia niin myynnissä kuin brändin tunnettuuden kasvussa. Kitchen Joyn ja Lakon yhteistyöstä on kasvanut ilmiö, joka saa jatkuvasti uusia ulottuvuuksia ja vahvistaa brändiuskollisuutta erityisesti nuorten kuluttajien keskuudessa.
