Coca-Cola and Jim & Jim celebrate the #Mitenand eat

Jim & Jim, an agency specializing in NextGen marketing, reinterpreted, conceived and produced the global food campaign Coke X Meals for Coca-Cola with a content-based ambassador campaign for Switzerland. The campaign aims to use authentic content and storytelling to convey how the topic of food brings people together worldwide and to show the role Coca-Cola plays in this. For the implementation, the agency relies on a marketing mix of "digital storytelling", "social content" and "influencer collaboration".

Web series realized with streetfood chef Fabian Zbinden

For this, Jim & Jim developed a concept for a web series that focuses on the topic of #Mitenand in three episodes, and at the same time planned a content-based influencer campaign that continuously provides the target group with seasonal, local recipes. The focus is on the entrepreneurial and innovative chef Fabian Zbinden, who was won over as an ambassador and around whom the short webisodes also revolve. They show Zbinden in his hometown of Bern and focus on #Mitenand on three different levels: The first episode, "Meet the People," is about his street food truck, which brings together even strangers with simple and balanced food, while episode 2, "Meet the Locals," portrays local shopping at the weekly market with various encounters of Zbinden's personal suppliers. The third episode, "Meet the Friends," captures a dinner among friends, including some familiar faces from the Swiss food blogger scene.

"Secret recipes" published exclusively via Coca-Cola's food blog.

The ambassador from the restaurant industry is supported by six food bloggers from German- and French-speaking Switzerland, who continuously create new recipes to accompany the campaign. Selected current topics such as regionality, new interpretations of traditional recipes, and simple recipes with leftovers from the refrigerator served as inspiration. Seasonal occasions such as cozy barbecues and Christmas baking were also covered with suitable content, as were some creative ideas with Coca-Cola itself as an ingredient. The versatile "secret recipes" were published exclusively via Coca-Cola's food blog, which Coca-Cola bottles promote at the same time with a QR code directly on their label.

Linking the analog QR code to the food blog as a central content hub complements the digital videos and photos that the influencers and the brand itself play out on social media, which also antecede the food blog.