Becoming the New Community Favorites
Driving co-branded success for U.S. Wellness Meats and Profanity Jam with our Spring into Flavor activation.
Spring 2025
Why FoodSocial Activations?
We are a community of food-lovers.
Our activations provide the ideal opportunity to become our recipe creators’ favorite new brand, leading to not only more, but better recipes, UGC, and social messaging.
With our shoppable recipes, live social shopping events, and digital marketing strategies, we deliver high-impact promotional campaigns with ongoing value.
Challenge
Profanity Jam, a young brand carving out their niche, and U.S Wellness Meats (USWM), a veteran regenerative meat farm, co-sponsored our Spring into Flavor activation.
Profanity Jam wanted to establish a foundation of recipe features, reach new customers, and gain recognition within the recipe creator community. USWM wanted to lean into organic, community-driven marketing, embrace brand storytelling, and appear in high-quality, trusted recipes.
Schedule
Strategy
To deliver for each brand, we leaned into their complementary products and unique stories. Our approach consisted of three steps:
1. Build strong creator-brand relationships
We believe it’s essential for our recipe creators to understand the brands they promote. Prior to recipe-generation, we invited Profanity Jam and USWM to meet the community in our Happy Hour calls and Slack channels to share about their origins, missions, and expertise.
The impact of these community-building efforts went a long way: our creators published 68 new recipes (nearly 2 per creator) and 220 pieces of UGC. Even more valuable, though, is this new network of super-users and brand advocates.
2. Give the brands and creators a platform to share their stories
After the recipe generation and sharing phases, we broadcasted two live social shopping events across Instagram, YouTube, FoodSocial Market, and Shop app.
First, Profanity Jam and USWM spoke directly to new audiences (increasing consumer trust)1. Next, winning creators shared their recipe secrets2, and customers shopped for products in-stream (proven to increase purchases)3.
These events weren’t merely promotional; they were powerful celebrations of the brands, the recipes, and the community as a whole.
3. Amplify the recipes & products
Our community created and shared “picnic baskets” of their favorite recipes from the activation, boosting exposure to all of the recipes.
We blasted the recipes and products out in four emails to our newsletter list (16,000 subscribers), with individualized features on each brand.
On these shoppable recipes, Profanity Jam and USWM appeared front-and-center4. Creators boosted them across socials, pointing to quick, easy purchasing through our market5.
Result
*This is our internal estimate as of the end of the activation, additional uplift is expected through the long tail benefit from the new recipes.
Two product sets = more creators & recipes
Offering creators multiple product sets cast a wider net for who was willing to participate (ex. vegans could still join and just use jam). Multiple products inspired more recipes. Recipes that only featured one brand still drove attention to the activation as a whole, ultimately increasing visibility for both brands.
Complementary products = shopping inspiration
Co-branded partnerships mirror real consumer behavior, aligning with the way people actually shop and making complementary recommendations as consumers are planning their next shop6.
In conclusion
In addition to the impressive initial data, we’re already seeing early indicators that USWM and Profanity Jam are becoming new community favorites. Our creators are continuing using Profanity Jam in their recipes and ordering their products from our market, and USWM has returned to sponsor the next activation (further embedding themselves within the community).
Looking forward, we see the potential to amplify brand stories to even bigger audiences and continue exploring new ways to promote cohesive brand products alongside one another.
Preview Show
Wrap Party
- “76% of consumers prefer it when CEOs publicly discuss a subject they care about, and 81% of customers say they need to be able to trust a brand to buy from them.” (GoGlobe) ↩︎
- “71% of viewers trust product recommendations from live stream hosts more than traditional online reviews, boosting sales.” (Firework) ↩︎
- “73% of consumers are more likely to make a purchase after watching a live shopping event.” (Firework) ↩︎
- “55% of customers say they are likely or very likely to make a grocery purchase directly from an online recipe if given the option.” (Chicory) ↩︎
- “Customers who end up on an e-commerce site through a UGC-style video are 184% times more likely to purchase and when they do, they’ll spend approximately 45% more.” (WordStream) ↩︎
- “Co-branded activations…drive both brand reach and real sales impact. 8.96X return on ad spend.” (Chicory) ↩︎
Curious what your brand could do with FoodSocial? Let’s talk!
