WorldFoods' product range includes curry pastes, sauces and marinades.
The agency is asking food bloggers to pair up and share recipes for their local dishes, adding a fusion twist by incorporating one of WorldFoods’ sauces. The bloggers will then feature each other’s recipes as a guest post on their blog.
To reach bloggers, the agency is tapping into its 1,500 strong blogger community 'Social Inner Cirkle', which is used to gain consumer insights to inform brand campaigns, seed content and deliver blogger programmes.
The campaign has so far reached bloggers in Asia (Baby Sumo, Malaysia), the UK (The Beesley Buzz), the US (Amusing Foodie) and Canada (My Life in the Sun).