The pitch

In order to support its operation of transparency about surimi, Fleury Michon wants to implement a brand content system enabling consumers to follow the key steps of the campaign #CheckForYourself, going from the Vendée region (France) to Alaska (USA), through the city of  Le Havre (France).

Atnetplanet’s solution

Several live tweets sent by a tandem community manager/artistic director (photographer) showing the storytelling of the campaign #CheckForYourself in real time on Fleury Michon’s all digital ecosystem: Facebook, Twitter, Google+ and Youtube, as well as on the group’s website.

This system enables to show the different actions of the brand in real time to the fans community and Internet users and to make them concrete.

Different key moments of the operation:

  • Organization of an evening for bloggers in Paris for the launching of the operation with the live filming of recipes made of Fleury Michon fish sticks by the chef Jérôme Bertin (March 2014).
  • The visit of a surimi production factory in Chantonnay (Vendée, France, April 2014).
  • A sea survival test on high sea near Le Havre (France) for all participants, bloggers, journalists and Internet users before the big trip to Alaska (June 2014)

In total, more than 5000 comments have been published on social networks consecutively to these live tweets (Twitter Reach of 13 millions).

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