Kraft Foods is launching a six-week multi-media campaign for Philadelphia featuring celebrity chef Aldo Zilli. The campaign launches on November 2.
The campaign, which has been created by Mediavest, shows recipe demonstrations using Philadelphia as a key cooking ingredient. Each week a new recipe will be released on a micro site, where consumers can watch it being cooked and download a recipe card.
Advertorials will also run in You Magazine in the Mail on Sunday, sponsorship idents on UKTV and traffic drivers on the UKTV Food and Mail websites. The recipes will also be available on branded cards in Asda stores nationwide.
Philadelphia assistant brand manager, Carly Jackson, says the campaign will allow the brand to communicate its “versatility” message and get “much closer” to consumers.