GERTRUDE gave Near East sides reason to be the main attraction with a breakthrough “Show Us Your Side Hustle” content campaign led by celeb-x-kitchen maven Tamera Mowry.

Our brand strategy to “elevate the everyday” with Near East came to life with culinary influencer collabs in a 12-week content series on Instagram, TikTok, and YouTube.

To achieve 100%, authenticity we shot campaign content in Tamara’s own kitchen, merging her great ideas with our message of “gourmet made simple.”

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CONTEXT
Near East came to GERTRUDE with the challenge of connecting the moderately known, premium side dish brand to a foodie, socially-centric audience. With a glut of content in the space already, our strategy to “elevate the everyday” with Near East sides broke through via an integrated content campaign and series that challenged viewers to “Show Us Your Side Hustle.” It was the perfect marriage of product benefit (speed) and pop culture trend. Celebrity-meets-mom-meets-culinary-influencer Tamera Mowry Housley was the ideal personality to lead the charge, bringing viewers inspiration and ideas from her very own kitchen.  

WHAT WE DID
Brand strategy, Influencer programming, Content, Social, Promotion

OUTCOME
The Near East “Show Us Your Side Hustle” campaign connected the moderately known, premium side dish brand to a 10M+ social audience via a 3-month episodic content series featuring Near East cooking stories from Tamera Mowry Housley along with several TikTok & IG influencers renowned for their culinary side hustle. As a result, we got the brand into the kitchens and onto the tables of this hard-to-reach audience with simplicity and style.