Overview

TUMS Canada social media approach was all about keeping its heartburn relief products top of mind. This meant striving for engaging, fun content while keeping “food love” prominent.

Strategy

Our insight: Canada has short summers. So we aimed to create a simple, non-salesy call to action that people might actually rally behind. The urgency of the short summer paired with TUMS’ ability to stave off heartburn coalesced into a simple idea: Eat More BBQ. Of course, we hashtagged it. Typically, forcing hastags is a bad practice, but we discovered that people were already naturally using this hashtag in relevant barbecue conversation.

Execution

Using this mantra as a north star, we created many forms of proven-to-be-successful content over Facebook, including but not limited to:

• Contests (entries based on commenting)
• Recipes written by local influencers
• Simple meme content
• End of summer countdowns (“X days left in summer, why aren’t you BBQing?”)
• BBQ advice

We commissioned a variety of talent to support the campaign and used two key styles throughout: illustrative via Joe Pelow and original photography via what was once FlashStock (acquired by ShutterStock).

We ordered two custom BBQ sets (25 photos each). One was a basic beauty series (make BBQing look awesome) and the other was “Weird Stuff” where we asked the photographers to cook unconventional things on the BBQ. This led to a lot of reuseable content that served TUMS Canada across several future summer campaigns.

Our local food expert / influencer was Steve Cylka of The Black Peppercorn.

Related posts that were boosted (sponsored) on Facebook averaged 1,750 likes, 1,800 comments and 400 shares each.