Snowflake is one of South Africa’s oldest and most trusted flour brands. That said, the product range has been modernized to meet consumer needs and expanded to so much more. Home bakers from across South Africa draw confidence and inspiration from Snowflake products and recipes.
Strongly communicate the ease of baking delicious food and treats for all South Africans.
Beyond producing a range of fool-proof flours and baking aids, Snowflake now produces – and is fast becoming famous for – their range of super simple premixes. This includes Creations and Easymixes and allows non-scratch bakers to produce muffins, cakes and biscuits with homemade taste, but without the fuss, mess and time required to bake from scratch.
The challenge was to honour Snowflake’s rich baking legacy in South Africa, respect and connect with the existing scratch baking community, whilst building connections with the new set of bakers and showcasing the full range of Snowflake products, with a focus on growing the premix range.
A safe and trusted online community of bakers, where mutual support and inspiration is matched by the love of creation, food and sharing. A deliciously busy Facebook community and go-to online space for bakers to share and engage. Flavoured with a love of the baking process (but a desire to do it more quickly and efficiently than ever before) and a healthy obsession with cake.
How it works
Snowflake’s extensive range of ‘too fresh to flop’ recipes is shared with the community, who can access recipes for free on www.snowflake.co.za. In this same forum, engagement and conversation is encouraged, as the community ask questions about recipes and share interesting tips on how to better their bake, or mix them up. Proud bakers share images of their creations with the community.
The Snowflake Easymix range is showcased with simple, accessible recipes for non-scratch bakers. The flop-proof premixes allow for endless creativity and experimentation, which is actively encouraged. Each month, a new product focus is selected and provides information and inspiration for one specific premix.
42.32% year-on-year page growth
The community has grown to a staggering 169 587 fans, with 42.32% year-on-year page growth with a limited Facebook media budget of R5000 per month.
Post engagement of 5.76% per post
Posts have reached over 5 million users, with an average post engagement of 5.76% per post.
48 209 clicks through to the website
Total of 151 786 page likes.
10 013 shares.
48 209 clicks through to the Snowflake website.
The Snowflake Facebook page has all the ingredients for a delicious bake: the structure of a perfectly proofed loaf, the fluffy warmth of a freshly baked muffin and the zest and flavor of a berry tart. It’s a dedication to the love of baking, eating and sharing with friends, family – or just on your own. www.facebook.com/snowflakesouthafrica www.snowflake.co.za