Estrella: When life gives you potatoes, make chips!
Potato growers may be a niche audience, but with a successful digital campaign we reached more than 255,000 people and achieved a high click-through rate of 1.67%
A concept for potato growers that took root
When Estrella needed to grow its workforce of potato growers, they asked us at Oddwork to create an engaging communication concept. The result? A successful recruitment campaign that not only inspired the country’s potato growers but also broke measurable records.
A click success with a clear goal and purpose
The challenge
Potato growing is the backbone of Estrella’s business, but recruiting new growers is never a given. To strengthen Estrella’s employer brand among this niche audience and attract new talent, we wanted to tell the story of the pride in the profession and highlight the opportunities of growing for Estrella. By targeting the campaign to the right audience on digital platforms, we wanted to reach widely and spark real interest.
Goal & purpose
The assignment was to establish a clear, appealing and authentic concept that caught potato growers’ attention and encouraged more of them to join the Estrella family. The strategy included a central landing page, video campaigns and social media activity aimed at growers on platforms such as Meta and LinkedIn.
How we did it: from field to screen
Starting from interviews with Estrella’s own growers and employees, we created content rooted in real experiences. The creative communication concept was built around stories that stirred emotions and highlighted the professional pride of growing potatoes for Estrella, a partnership marked by tradition and faith in the future.
We created an engaging landing page, short films and other creative assets that drove traffic and interest. The campaign was activated through digital marketing on Meta and LinkedIn, with a focus on engagement and on optimising content based on how the audience behaved.
Results and impact
473,373 impressions
The campaigns generated a total of 473,373 impressions and reached more than 255,036 accounts.
Click-through rate of 1.67%
An impressive click-through rate of 1.67%, well above the industry benchmark of 0.47%.
7,928 clicks
7,928 clicks to the purpose-built landing page during the campaign period.