Imp Communications client The Spicery and leading Indian brewer Kingfisher Beer collaborated in a brand partnership for the third time last week, this time for a Valentines Day Facebook competition.
Announced on the Kingfisher Beer UK Facebook page at 10 am, their 443,040 fans were invited to win a case of Kingfisher Beer and a Valentine’s Dinner recipe kit from the Spicery. To enter fans had to name the loved one they would share their Valentine feast with in the comments below the post by 3pm.
As in previous contests, the response from Kingfisher fans was fantastic. In just five short hours the post received 79 likes, 20 shares, and 77 comments.
Such strong interest was hardly a surprise as this was the third well-supported brand partnership for The Spicery and Kingfisher Beer UK on Facebook.
Like any good brand partnership, this one is based on a good brand fit. Both Kingfisher and The Spicery gain from working together.
Kingfisher is a genuinely Indian brand, unlike their competitor ‘Indian’ beers in the UK market, making authenticity a very important part of their branding in the UK. Associating Kingfisher with great Indian food is a great way to do this, especially as a large proportion of their UK sales are through restaurants and other food outlets.
The Spicery prides itself on introducing new and exciting foods to its customers, typically using ingredients that are impossible to source in supermarkets or other retailers. They create recipe kits for a wide variety of cuisines, but Indian curries are a regular feature in their monthly subscription lists.
With both brands interested in associating themselves with great Indian experiences, this is a brand partnership that suits both sides perfectly.
This is just one of several brand partnerships Imp Communications have arranged for clients recently. Finding the right partner can be a great way to reach new audiences and enhance your brand’s profile. There is another big one scheduled for April – stay tuned for more information!