CLIENT:
BONDUELLE CZ/SK
SOCIAL MEDIA
PRODUCTION
INFLUENCER & UGC
PERFORMANCE
OUR STORY
Not all cans are created equal
Everyone in the Czech Republic knows Bonduelle. Peas, corn or beans in a can. Simply a brand you keep in your pantry – but would never follow on Instagram just for fun.
Four years ago, we set a clear goal with Bonduelle: to turn a 170-year-old shelf brand into a brand people talk to on social media, engage with and love cooking with.
Scope of work: social media management, content strategy, production, influencer & UGC, campaigns, performance and activations.
The partnership in numbers
Four years of running Instagram, Facebook and YouTube without a break. Always-on content, campaigns, production and paid distribution under one roof.
YEARS OF RUNNING IG, FB AND YOUTUBE
POSTS
PROFILE IMPRESSIONS 2022–2026
VIDEOS FROM 14 SHOOT DAYS
THE CHALLENGE
Everybody knows it, nobody follows it
High awareness, zero emotional connection. A can of peas is reliable, but nobody shows off their pantry on social media.
01
A low-interest category
Canned vegetables are a “boring” purchase, and there are plenty of myths about pulses.
02
An ageing audience
The brand was known mainly to parents and grandparents. Younger people saw it as “that thing we used to have at home”.
03
A recipe profile without personality
Nice recipe photos, no added value, no community.
04
A tough start
In early 2023, the brand had to pause its communication completely for a while.
THE BRIEF
So the brief wasn't “post more”. It was to move Bonduelle from a brand everyone knows from the kitchen to a brand people actually want to follow on social media.
THE SOLUTION
Always-on content that behaves like a person, not a label
Instead of one-off campaigns, we launched long-term always-on communication. Every month rests on fixed content pillars, with campaigns, contests and special productions regularly built on top. That way, no campaign starts from zero – each one builds on an audience the brand keeps growing.
Always-on: monthly content pillars
Campaigns, contests and special productions
2023
A new visual identity
In 2023, we completely overhauled the profile's look. A patchy mosaic of recipe photos became a consistent, instantly recognisable feed in the brand's green and yellow. The can stopped being a recipe prop and became the main character with a personality of its own.
BEFORE
AFTER
CONTENT
Content pillars
Every month of communication stands on six pillars. Video plays the lead role: 14 shoot days produced around 120 videos.
01
Education without the boredom
Series such as “5 interesting facts about…” and “Spicing it up with Bonduelle” bust myths about pulses and canned food.
400,000+ people reached
02
Recipes you actually want to cook
Vertical videos with real people instead of static photos.
03
Humour and memes
POV content, jokes and insights from everyday life and the kitchen.
04
Story interactions
Quizzes, polls, emoji riddles and sliders (“You and peas?”).
05
Products with a story
Mexicana in a sombrero or Morocco with a camel. Product posts that stop the scroll.
06
CSR and sustainability
Regenerative farming and soil care in the language of social media.
4 YEARS OF HIGHLIGHTS
Campaigns beyond always-on
On a solid always-on foundation, we regularly built campaigns that brought the brand to new people. Here are the standouts from four years.
PARTNERING WITH A PARALYMPIAN
Aiming with a champion: working with David Drahonínský
David Drahonínský is a two-time Paralympic archery champion and a silver medallist from Paris 2024. We created two productions with him: a video series about his journey to the top, with a contest called “Shoot with a golden Paralympian”, and festive cooking with well-known chef Mirek Kalina.
people reached – almost 20% of active social media users aged 18–64 in the Czech Republic
impressions
video views
CZK 16.64
CPM – below the brand's campaign average
Without a single negative comment, we connected the brand with the world of sport, healthy living and support for para sport.
FROM INFLUENCERS TO UGC
Authentic content works. But does it have to be expensive?
Evaluating our influencer collaborations led to a clear conclusion: authentic creator content works, but it can sometimes be too expensive for a given goal. So we launched a UGC campaign for Good Lunch – three creator videos (two for CZ, one for SK) in paid distribution.
impressions
people reached
video views
engagements
CPM CZK 16.29 – 16% below the brand's 2024 campaign average
MORE CAMPAIGNS
Activations, influencers and contests
ACTIVATION
The Good Lunch lunch roadshow
We introduced the new Good Lunch to people in person – and found out, for example, that people in Moravia spend more on lunch than people in Prague.
6
cities
1,000+
packs
753
contestants
FULL CASE STUDY →
INFLUENCERS
Good Lunch in Slovakia and the Czech Republic
In Slovakia, we launched the new product through local creators; in the Czech Republic, we teamed up with more creators for Good Lunch Mexican Style.
1.5M+
reached in SK
385K
views in CZ
FULL CASE STUDY →
CONTESTS
Contests that build community
Advent calendars, collaborations with other brands such as Pepper Field, and consumer contests. An effective way to win new fans – whom we then keep with our content.
RESULTS
From the shelf to the feed
In four years, Bonduelle in the Czech Republic has gone from a traditional brand to one of the liveliest profiles in the whole category. The numbers prove it.
Growing visibility
Since 2022, Bonduelle's Instagram and Facebook profiles have collected over 152 million impressions. In 2025, Facebook passed 32 million impressions in a year – double the previous years.
16.11
8.19
2022
14.31
13.96
2023
16.13
16.05
2024
32.79
3.41
2025
25.45
6.16
2026*
* 2026 through September
Why did Instagram drop in 2025?
In 2025, the brand decided to adapt global content and scale back its own local content. This caused a sharp drop in Instagram impressions, where local content had been the strongest and main format of the profile. The results make it clear that brands can't just publish “some content” – they need a strong local strategy built on local topics, and they need to stick with it long-term.
The Czech Republic: top of the class
When we compared Bonduelle's Instagram profiles in six European countries, the Czech profile achieved the second-highest engagement rate – even though France and Germany have almost three times as many followers.
Hungary · 8,366 followers
0.087%
Czech Republic · 8,029 followers
0.075%
Italy · 23,100 followers
0.039%
France · 22,500 followers
0.033%
Germany · 28,200 followers
0.033%
Denmark · 809 followers
0.014%
Efficient media
In 2024, paid Meta campaigns reached 2.95 million people and generated 31.2 million impressions at a CPM of CZK 19.33. Our campaigns also confirmed that consistency and the long game pay off: in 2025, the UGC campaigns and the collaboration with David Drahonínský ran at a CPM below CZK 17.
Meta campaign average 2024
CPM CZK 19.33
Collaboration with David Drahonínský
CPM CZK 16.64
Good Lunch UGC campaign
CPM CZK 16.29
2.95M
people reached in 2024
31.2M
impressions in 2024
PARTNERSHIP
Why it has worked for 4 years
A long-term partnership isn't about getting used to each other. It's about moving forward every year. With Bonduelle, we rely on proven principles.
01
Honest evaluation
We evaluate every campaign openly – including what could be done better next time. For the collaboration with David, we ourselves recommended fewer outputs in a shorter format and clearly defined KPIs from the start. With influencers, we showed which creator paid off and which didn't. That way, the client knows every crown is well spent.
02
Always-on + campaigns
Steady day-to-day communication builds the audience; campaigns activate it. The stronger the always-on foundation, the more every campaign gets out of it.
03
One team from strategy to camera
Strategy, copy, design, production, influencers and paid distribution – all under one roof. In 14 shoot days we filmed 120 videos – quickly, in consistent quality and in the same brand voice.
CONCLUSION
Peas that know how to be cool
In four years, we haven't turned Bonduelle into a different brand. We've turned it into a brand people talk to. The same can, the same 170-year tradition – just communication that finally speaks its audience's language. And since the partnership continues, the best posts are yet to come.
We don't promise instant viral hits. We promise bold ideas, craft and a partnership that lasts. Bonduelle is proof that it works.
Want your brand to be more than “just on the shelf”?
