The Endless Dinner Table
When you think of an aluminum foil company- their Instagram aesthetic probably isn’t the first thing that comes to mind. Well today it should be.
Reynolds Wrap Company came up with what is seen as the coolest kitchen campaign on Instagram today, the Endless Dinner Table. Their Instagram, @ReynoldsKitchen is one worth checking out. Their posts consist of photos and videos of dishes and quick how to videos on how their viewers can make their own versions of the dish.
Taking Advantage of the Instagram Layout
The concept of this Instagram marketing technique takes a creative approach, as their feed is to be looked at as a grid when you click on their page. They came up with what they call, “the Endless Dinner Table” as their posts are all taken on top of a wooden surface, appearing as if the table to continuing on with every post. The posts are continuous down the stream, and every picture connects like a piece in the puzzle. In addition to this aesthetic, they also take advantage of their hashtag, #endlesstable to keep their audience engaged.
Design plays an extremely important role in this marketing strategy of the endless dinner table, as it relies on Instagrams grid layout. Each photo seems to fit in place, but the colours of the food and the placement are also extremely important to their approach. Each section of this endless table has a theme, to fit with the time of the year. Their Halloween, Christmas, Thanksgiving and even Back to School themes, are important to keep the aesthetic consistent and in tune with the viewer’s feelings and needs that come with different seasons.
But how does all this food connect the viewers with what they’re actually trying to sell, the aluminum foil? Reynolds Wrap Company does a great job at selling the products to their Instagram audience by not telling them what they can do with the wrap, but by showing them. In each one of their recipes they preview on their account, they work to somehow incorporates the aluminum foil, whether its for the cooking process, or the leftovers, the Reynolds Wrap Company reach their audience in variety of ways. This account also is linked to other food accounts in which users can click a recipe that appeals to them and it will direct them to similar accounts.
@ReynoldsKitchen has come up with this Endless Dinner Table strategy, focusing not only on the individual posts but the over all bigger picture. Being an aluminum foil company, they needed a creative way to market their, perhaps, less exciting products, in a very unique way. This has seemed to be a huge success based on its 22.7 thousand followers and its many Social Media Shorty Awards and nominations, one of them being the winner in multi-platform campaign and the finalist in overall Instagram Presence. Who would have thought that an aluminum foil company could have such as successful presence on social media? That, is what’s called winning the social media game.
