The Little Food Festival (LFF), Australia’s first and only food festival created especially for children, helps kids connect the dots between our food, where it is produced and how our food choices impact the health of our bodies and our planet.
The LFF brings to life the vision of the Sandro Demaio Foundation, inspiring and empowering Australians to make positive changes to their health, their environment, and their community through food.
After a two-year covid-induced hiatus, the Foundation came to Currie to help amplify the 2022 LFF by planning and executing a social media strategy that would drive excitement and attendance at the event.
They asked for light, fun, engaging content with language and artwork that captured the essence of the festival.
Currie became an active partner in the LFF team. We took carriage of the festival’s social and digital outreach.
We focused on general festival promotion through social media and electronic direct mails (EDMs) and working with other partners to encourage creation of content on their channels, and we created stories, videos, posts and reels.
This highly engaging and visual content was shared through Instagram and EDM campaigns, and the LFF website. We actively worked with LFF partners to ensure it was leveraged further through their own communications channels.
The 2022 LFF campaign was a great success. The LFF Instagram account started from a low base, and we were able to increase its reach by 2099%. It tracked a 316% increase in engagement, and a 92% increase in follows. The festival’s EDMs were opened by almost 50% of the 1,112 recipients. That’s almost double the average for EDMs sent by non-profits.
An estimated 3,900-5,000 people and 12 partners took part in the two-day event. They came from across the city and beyond to learn about different elements of the food system, including production, distribution, retail, consumption and waste, through activities in dedicated activation zones.
Currie’s efforts played a significant part in that.
We are excited to be working with the Foundation for the LFF next year, when we will focus on communications strategy and stakeholder engagement, in addition to media and social media outreach.