Electrolux announces launch of 'Secret Ingredient' European social media campaign, aimed at showing company's passion for great tasting food
May 2, 2014
– Global appliance brand Electrolux and DDB's Berlin-based agency, have unveiled the 'Secret Ingredient': a new communications platform showing Electrolux's passion for great tasting food.
With over 90 years experience of providing industry leading kitchen appliances to more than half of all Michelin-starred restaurants, Electrolux is perfectly suited for the quest to find out the world's most elusive and exciting secret ingredients. The Secret Ingredient brand platform, developed by DDB's Berlin agency, invites the audience to participate, and contribute, to some of the cooking community's most elusive and well-guarded secret ingredients.
The 'Secret Ingredient' brand platform further contains a multitude of content assets, including the premiere of a 17-minute cinematic webisode. The webisode is the leading content piece for the launch of the campaign and features Rosie Lovell, aspiring chef with a deli cafe in London's Brixton Market, and Tom Kitchin, an Edinburgh-based Michelin-starred restaurateur, on their quest to find the secret ingredients to great taste.
Along with the film, the content driven communications platform, also developed by the DDB agency, covers experiential, digital assets, print, extensive B2B-activation and in-store communication. Consumer participation is enabled via a range of social media channels. The campaign will launch across Europe, starting with the UK at the beginning of May, followed by Italy, Poland, France and Russia.
Toby Pschorr, Managing Director at the Berlin agency says: "The Secret Ingredient brand platform covers a wide range of consumer and trade as well as virtual and physical touchpoints. The output mirrors the close collaboration between Electrolux EMEA and its roster agencies."