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Alexia Foods: “Reinvent a Classic II”


Alexia Foods, a line of all-natural frozen potatoes, breads and side dishes, built on the momentum from its “Reinvent a Classic” campaign in 2011 to launch a second campaign to engage fans and top food bloggers through a new, reinvented flavor selection housed on the brand’s Facebook page. The brand recruited a group of top food bloggers to develop recipes for a new “reinvented” french fry flavor and then gave consumers a chance to have their culinary opinions heard by voting for the flavor they would most like to see in stores.

The result was more than double the fan engagement and votes from the first campaign and more than 100,000 new Facebook fans to the Alexia page. This unique crowdsourcing campaign was supported by a strategic partnership with Chef Tyler Florence and an aggressive traditional and social media bureau that resulted in nearly 37 million total media impressions, further extending the brand’s reach and awareness while also engaging core consumers in a meaningful, authentic way.