Maspex serves culinary hits on TikTok – all in one account @Uwielbiam.pl
TikTok is today culinary prime time — a platform where users look for ideas, inspiration and entertainment related to food. Maspex — a leader in the FMCG segment — saw in this the space to create the best business culinary channel in Poland.
This is how @Uwielbiam .pl was created — a profile combining five brands (Lubella, Łowicz, Kotlin, Krakus, Włocławek) in one coherent and native TikTok format.
And if we talk about the best business profile on Polish TikTok — it is known that with someone else, if not with us! :)
Our strategy was to show that everyone can cook with Maspex Group products — both a professional like @foxx .cooks and a culinary amateur like @damian_tkaczuk. The foundation of communication is foodtainability — a combination of cooking and entertainment in a light, engaging formula. We bet on a duo of creators who naturally represent two different approaches to cooking and at the same time have a strong influence on the TikTok community.
The whole thing is based on a format adapted to the language of the platform — our proprietary TikTok Friendly Video Production model. As a result, together with Maspex we have created a new quality of culinary content on Polish TikTok.
At the start, we built a strong identity for the channel: a unique mix of cooking and entertainment (foodtainability) and an expressive duo of ambassadors — @foxx .cooks and @damian_tkaczuk. One — a culinary master with a deep voice, the other — a funny TikToker with distance and ideas. Their relationship gives character to the whole profile. Added to this are the formats: ASMR, foodporn, quick recipes, inflationary dishes, hacks and RTMs — all with the products of the Maspex group in the lead!
We focused on a consistent rhythm and expressive aesthetics — both visually and narratively. Each material combines appetizing shots with humor, and the characteristic style of the duo of creators makes it difficult to confuse us with anyone else. The format is constantly evolving — special guests regularly appear who enrich the content with new tastes, ideas and personalities.
The @Uwielbiam .pl channel is constantly developing — we introduce new series, experiment with form, react to trends and actively build relationships with the audience. Thanks to this, we have become one of the top business food channels on Polish TikTok — both in terms of engagement, number of followers and viewership.
And industry recognition in the competition: TikTok Ad Awards 2023
