Mijn Keukentuintje
Strategy. Concept. Online. Social media. Activation. Consumer platform.
´Refreshing´ the Netherlands. That is the goal of the online consumer platform Mijn Keukentuintje (My Kitchen Garden) of growers association Fossa Eugenia. To get ´fresh´ into the consumers´ head through the action perspective of vegetable gardening. Not pointing fingers but the activation of doing it yourself. Information, education, and inspiration for both garden and kitchen.
Ambition
Started once with just a website to close the gap between farmers and citizens. Has grown into a digital communication and research platform with a reach of about 1 million consumers a month. The challenge and ambition lie in the field of engagement, the highest possible IPM (interactions per mille) per channel, per target audience.
Approach
First, the focus was on reach by investing in online advertising. The more visitors to the website and the larger the fan base on social media, the greater the reach. Then activation also matters. Due to its independent character, Mijn Keukentuintje also supports partnerships with other initiatives from retail and agrifood, from Lidl, Veggipedia.nl to Groentenfruithuis. Mijn Keukentuintje and the German Mein Küchengarten provide insight into what consumers need surrounding fresh products. And the platform visualises the opportunities for the growers association in combination with consumer panels ath the thematic- and product level.
¨Mijn Keukentuintje enables us to see how the market demand for fresh vegetables and herbs is developing¨
Ton Holthuijsen, Fossa Eugenia
Sjoerd
Jochems
Gerian
van der Molen
