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Blog Writing & Outreach

Blogging Takes Teamwork
AE CASE STUDIES-logos_0017_Darling International

The Brief

Darling International is the original “green” company. They’ve been working to save the planet for over 125 years by recycling commercial kitchen waste. This fact is getting more attention everyday. Darling turned to us to help shape their reputation as a green company and build an awareness campaign that reached both their business to business audience in the restaurant industry and the consumers who frequent their customers’ restaurants.

The Solution

Agency Entourage created The Green Team to build dialogue and discussion through social media marketing channels. Hunter Green, Olive Green, Kelly Green, and Forest Green are the pen names of the authors contributing every week to The Green Team blog on Darling’s website. Each author has a particular area of interest and specialty. Altogether, the blog covers topics ranging from food and eco-DIY to community involvement and tips on conservationism.

The Creative

The Green Team is promoted on the Darling website and on Darling International’s Facebook page where each member of The Green Team is featured with a link to their bio. The primary content categories of the blog, Community, Restaurants, Green Living, and Upcycling, are all presented along with links to each of their blog archives. To support this campaign, Agency Entourage regularly follows green issues and industry news, looking for newsworthy stories that will be of interest to this dual audience. We write blog entries are written and then edit and approve the blogs through a collaborative process with Darling before they are posted live to the website. New entries are posted every week.

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