Food & BeverageHow do you make butter viral?
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How it started
4th & Heart partnered with Social Alchemy because they faced a challenge common to many ingredient brands: how do you create viral content around an ingredient?
Ghee is an incredible product, but unlike a snack or beverage that can be consumed directly on camera, it plays a supporting role in the foods people make. That means the product alone is not always the most entertaining starting point for content.
How we helped
Instead of leading with the product, we focused on building a show people would want to watch.
We created and produced a series called Will It Grilled Cheese? In every episode, we took a beloved food item such as waffles, hashbrowns, and s'mores and attempted to turn it into a grilled cheese. Throughout the process, we used 4th & Heart ghee while naturally educating viewers on benefits like being lactose free, shelf stable, and having a high smoke point.
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Over the first 90 days, the series generated 3.2 million views across Instagram, TikTok, and YouTube and generated 1,300 YouTube subscribers.
Instagram Reels
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Subscribers
The result was a repeatable content series that helped 4th & Heart educate consumers, build a stronger social presence, and turn an everyday cooking ingredient into content millions of people wanted to watch.
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