Steel City Recipes.
Uncle Charley’s story started over 30 years ago when Charley Armitage, a former seasoning and spice man who identified the need for a premium quality Italian sausage in Western Pennsylvania. Using his expertise, he focused on using only the highest quality ingredients while adhering to the highest quality production standards to develop products that were significantly superior in taste and quality. showcase businesses and consumers our rebranded mild Italian and bratwurst heat and eat line.
My Role: Social Media Specialist ,Editor, Illustrator and Recipe Developer: Responsible for creative concept, development, execution, marketing strategy, social media strategy, and management.
Cross-functional Partners: Communications, Legal/Licensing.
Objective: To provide a convenient and delicious option for busy consumers looking for a quick and satisfying meal solution, by offering a range of fresh packed sausages all the way to heat-&-heat sausages that are ready in minutes, and can be enjoyed on their own or incorporated into a variety of recipes.
Solution: I worked closely with the communications team at Village Gourmet to develop an email, web and social campaign focused on original recipes that presented the Uncle Charley’s product as both more accessible and desirable, nationwide.
Strategy: I identified and developed a social media strategy that incorporates our products with easy to make recipes..
Craft original recipes: I worked with the Uncle Charley’s communications team to craft original recipes that feature Uncle Charley’s sausages. These recipes are all individually unique and showcase the versatility of Uncle Charley’s products.
Create promotional content: We partnered with freelance photographers to photograph our instructed recipes, which were added to the Uncle Charley’s site in addition to the full recipe and described range of ease.
Launch the campaign: Once the online recipes were published we launched a social media campaign on Twitter, Facebook and Instagram to further prompt them using static images in addition to CTA links.
Measure results: I tracked the success of the campaign by monitoring engagement rates, website traffic, and sales data. I used this data to refine our strategy and optimize future campaigns.
Overall, this marketing campaign solution leverages the power of social media marketing and original recipe development to showcase the value of Uncle Charley’s Italian sausage product to potential customers.
Tap the images below to see some examples of Esposito’s recipe collaborations:
