Luxury lifestyle or food niche influencers, preferably female, aged 25-45, with a strong presence on Instagram and YouTube.

Product Positioning

Luxury brands in the food sector, such as Fortnum and Mason, are positioned as premium offerings that emphasize quality, heritage, and exclusivity. To effectively position a brand in this market, it is essential to highlight unique selling propositions such as artisanal craftsmanship, premium ingredients, and a rich brand story. Fresh angles could include focusing on sustainability, local sourcing, or innovative culinary experiences that resonate with modern consumers seeking both luxury and ethical consumption.

Target Customers

The ideal customer profile for luxury food brands typically includes:

• Affluent Individuals: High-income earners who prioritize quality and are willing to pay a premium for exclusive products. For example, successful professionals, entrepreneurs, or luxury travelers.

• Food Enthusiasts: Individuals who appreciate gourmet food and are often engaged in culinary experiences, such as cooking classes or gourmet food festivals.

• Gift Buyers: Consumers looking for high-end gifts for special occasions, such as weddings, holidays, or corporate gifts.

• Health-Conscious Consumers: Those who seek premium, organic, or specialty food products that align with their health and wellness goals.

Potential Influencer Matches

To effectively reach the target customers, consider collaborating with the following types of influencers:

• Luxury Lifestyle Influencers: These influencers often showcase high-end products and experiences, appealing directly to affluent consumers. They can create aspirational content that aligns with the luxury positioning of the brand.

• Food and Beverage Influencers: Influencers who specialize in gourmet food, cooking, or culinary experiences can authentically promote the brand's products through recipes, reviews, and cooking demonstrations.

• Health and Wellness Influencers: Collaborating with influencers who focus on organic or specialty foods can attract health-conscious consumers. They can highlight the quality and health benefits of the products.

• Travel Influencers: Influencers who focus on luxury travel can showcase the brand as part of an exclusive travel experience, appealing to consumers who enjoy gourmet dining while traveling.

Content Creation Ideas

To engage the target audience and create viral potential, consider the following content topics and ideas:

• Behind-the-Scenes Content: Share stories about the sourcing of ingredients, the craftsmanship involved in product creation, or the history of the brand. This can create a deeper connection with consumers.

• Recipe Collaborations: Partner with food influencers to create unique recipes using the brand's products. This not only showcases the product but also provides value to the audience.

• Luxury Experience Videos: Create visually stunning videos that highlight the luxury experience of enjoying the products, such as a gourmet picnic or a fine dining experience.

• Sustainability Stories: If applicable, share content that highlights sustainable practices, such as sourcing local ingredients or eco-friendly packaging, appealing to ethically-minded consumers.

• User-Generated Content Campaigns: Encourage customers to share their own experiences with the products on social media, creating a community around the brand and increasing engagement.

These strategies can help position the brand effectively in the luxury food market while engaging the target audience through relevant and appealing content.