Published On: 14/12/20221.8 min read

It’s been more challenging to get face time with journalists and influencers since the pandemic. We provided a compelling offering that immersed influencers in the brand world of Il Casolare.

Influencers immersed in the world of Il Casolare

We organised a three-day experience with our client Farchioni, producers of Il Casolare olive oil. This gav three high-quality food content creators the opportunity to travel to Italy for an immersive brand weekend. Our aim was to inform the influencers about the award-winning Farchioni olive oil.

October and November are key harvesting periods and perfect timing to take guests out to Farchioni’s olive groves in Umbria. The influencers took part in a tasting to learn how to identify quality extra virgin olive oil. Followed by a three-course gala dinner using a variety of Farchioni’s olive oils to create authentic Italian dishes. Here they were able to meet the family who are still very much involved in the business, seven generations on.

At first the influencers saw how the trees are harvested and even had a chance to pick olives. Lunch followed at the family’s farm-house nestled on a hill top in the middle of the olive groves. And then they toured the factory to see how the olives are transported. This followed by a dinner with Farchoini’s chef at the brand’s winery. The dinner was intimate and interactive, and the influencers were able to step inside the kitchen and help cook the dinner. And finally they learned which olive oils are best used for baking, frying and dressing salads and meat.

The influencer trip resulted in 60 Instagram posts – a mix of Stories, Reels and grid posts – reaching over 215,100 followers. All influencers generated aesthetically rich, branded content that took their followers on a Farchioni journey over the weekend. We were then able to repurpose the content on Farchioni’s own social channels.

This trip illustrates how important it is to immerse influencers in brands, rather than take a product-only approach. As journalists and influencers get confident in travelling again, these experiences will become a mainstay of our campaigns once more.