Red Bull, Ybarra and Gallina Blanca: the brands with the best digital strategy in the agri-food sector in Spain
Le consulting firm in strategic marketing and digitization Alqua presented his report "The best digital strategies in the food and beverage sector", who studied 2000 national and international brands operating in the Spanish market and has determined the 100 best brands in the sector on the basis of subscribers, interactions on networks social, social listening, web browsing, etc. The study found that among all brands, Red Bull, Ybarra, Gallina Blanca, Grefusa and Valor are in the top 5 with the best digital strategy.
Top 10: brands with the best digital strategy in the agri-food sector in Spain
Among the more than 2000 food and drink brands studied, the 10 with the best digital strategy in the sector were :
However, the trends differ depending on the social network where brand content is located in the food and beverage industry.
Instagram prefers drinks
On Instagram, the brands with the most interactions in the sector are those of drinks, such as Ron Barcelo, Red Bull, the beer Mahou and Absolut Vodka .
If you look at the engagement on Instagram, Campofrio leads the top 10, followed by Absolut Vodka, Suchard and Ballantines .
Finally, the Top 10 best brands in the food and drink sector on Instagram in terms of number of subscribers are:
Facebook leans towards food brands
On Facebook, the greatest number of interactions was shown in food brands , Such as Gallina blanca, Ybarra and Grefusa . Here are the Top 10 brands with the most interactions on Facebook:
About engagement , the leading brand on Facebook has also been Gallina Blanca , followed by Larios and Ladrón de Manzanas :
And the top 10 food and drink brands on Facebook based on number of subscribers is much sweeter, because it is led by Nutella Followed by KitKat, Doritos and TicTac :
Apple thief: a success
The report also wanted to highlight the Ladrón de Manzanas cider brand which belongs to Heineken Spain, since it is the brand that has made the most of its investment in social networks, which has managed to place in the top 10 engagements on Facebook and Instagram.
In general, when analyzing food and drink brand interactions on social media, in order to attract and retain followers, 40% of them correspond to sweepstakes and instant contests.
In addition, the content related to cooking recipes is what manages to capture the user's attention, especially during the months of confinement: 3 interactions out of 10 between brands and their followers correspond to cooking recipes.
Brands create specific actions in relation to Covid-19
This investigation revealed that during containment, food and drink brands showed specific content hinting at the current coronavirus situation.
The best outreach and engagement campaigns in this regard have been those of Red Bull, who used the image of rapper Arkano with the hashtag #yorapeoencasa used 2325 times, Market , who created removable coloring pages under the hashtag #ValoraLoImportante, and Golosinas finish , who used humorous content on containment and treats.
Finally, the report ensures that Over the past five years, Instagram has become the social network with the most interactions between food and beverage brands and users, which is up to 30 times that achieved by Facebook (8% Instagram to 0,3% Facebook).
