Provision and Management of the @GreatBritishFood Instagram

Descriptions

To build, develop and maintain an engaged community of foodies on our @GreatBritishFood Instagram to act as advocates for UK food and drink. Instagram is the primary social media channel for the Food is GREAT campaign. We use this channel to improve perceptions of UK food and drink by building advocates and engaging both domestic and international audiences (with a focus on US consumers. This is measured by an increase in followers and engagement from these locations. We are also working with VisitBritain who are developing bookable food and drink experiences as part of their Food Tourism Strategy - we will be able to measure the impact of the Instagram account in driving audiences to book through VisitBritain. The Food is GREAT campaign supports the delivery of Defra and DiT's UK Food and Drink International Action Plan 2016 - 2020 (IAP). This five-year plan, launched last autumn, sets out ambitious plans for growth, to add export sales worth £2.9 billion by 2020. A key driver will be establishing wider recognition of the world class and, in many cases, world-leading strengths of the UK food and drink industry, and our rich food culture.