CMB

Unilever: Now Yuh Cooking

 

10.02.15

Challenge: 
Make Blue Band, Cookeen and Golden Ray more relevant for the consumer.

Creative Strategy
Motivate the consumer to cook through an integrated and digitally engaging concept.

Creative Solution:
A branded entertainment concept that produced Trinidad and Tobago’s first user generated recipe website, cooking show and trade promotions for various seasons including Christmas, Back-to-School, Carnival and Easter. To further encourage consumers to try the recipes, recipe cards were created and printed in the press and distributed at point of sale.

Accompanying these activities was a consumer driven Facebook page that grew from 0 to 25,000 in a matter of a few weeks. And by the second season the page was used to choose consumers to be featured in the online cooking show and highlight the numerous trade promotions and activities that took place at supermarkets, malls and communities.

The advertising campaign for this included:

  •          Sales promotions
  •          User generated website
  •          TVCs
  •          Press and Radio bulletins
  •          A custom TV Show and webisodes
  •          Social media promotions

 

 

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