The art of blogging in general has been on the rise for many years, dominating many different sectors, from the fashionable set that includes Liberty London Girl, Susie Style Bubble and 5 Inch & Up, to beauty gurus Pixie Woo and Tanya Burr, as well as teen sensations Zoella and Jim Chapman. More recent additions to the scene are a flurry of new food-mad bloggers, taking the UK by storm with recipes, ‘how to’ YouTube videos and even new product launches like the ‘The Hemsley + Hemsley Spiralizer’ which have achieved a cult-like status.
Becoming ever more popular in recent months, key players such as Deliciously Ella and Hemsley & Hemsley have received widespread media attention, with Ella Woodward even appearing on the front cover of popular supplement ES Magazine. With all of this attention surrounding food bloggers, and taking into account their undeniable influence on consumers, it is imperative for food and drink brands to get involved and partner up with the blogging community in order to reach out to their readers and ultimately to secure new customers and drive sales.
However, although it is clear that brands should (and do) want to tap into this invaluable resource, it can be difficult to understand which bloggers are right for your brand; how you should contact them and what sort of relationship you want to build. With this in mind, below we have put together our tried and tested recipe for working with bloggers to create a successful campaign.