The concept was put together by the 360-degree marketer BCN and is being implemented together with the Burda Food Agency, which is taking care of the entire content production in its role as culinary full-service agency. The TV partner is ProSiebenSat.1 and the consulting media agency is Starcom. The campaign, which showcases Samsung’s high-tech kitchen assistants on all relevant channels and links them up with SAT.1’s successful format ‘The Taste’, runs from June to the end of the year. In addition, two influencers, actress and food blogger Janina Uhse as well as star chef and ‘The Taste’ judge Tim Raue, are pushing the campaign over their wide-reaching social channels.
“This holistic approach to our ‘Zu Hause Unschlagbar’ (‘Unbeatable at home’) campaign convinced us. Our goal is to communicate across many media platforms over an extended period, generating long-lasting attention for our products as a result. It has worked very well with this concept.”
Food from a single pot
The Burda Food Agency has developed a healthy world of recipes based around the idea of ‘The perfect menu for every occasion’. A total of nine culinary creations form the basis: The one-pot dishes and chilled drinks can be prepared with the Samsung kitchen appliances easily and also for the whole family. Burda has produced high-quality recipe videos and photos for each recipe that have been widely distributed over the appropriate media, such as via social media as well as in the form of native formats online and in print. Burda’s First in Food brands dasKochrezept, slowly veggie!,einfach backen and Lust auf Genuss as well as BUNTE.de und freundin.
“The campaign shows how we are taking tailor-made content campaigning to the next level for Sam-sung, including holistic staging for the Burda food brands, integration with ‘The Taste’ and inclusion of celebrity influencers as well as cross-media advertising control via our Food Agency.”
Taste test with ‘The Taste’, Janina Uhse and Tim Raue
Storytelling highlight: The successful show ‘The Taste’, which Samsung supports as a placement and licensing partner, plays a key role. The participants will use the smart kitchen appliances to overcome the challenges they face in Germany’s biggest cooking show that is scheduled to run on SAT.1 from late summer 2020. Samsung will also award a prize to the person who presents the best spoon to the jury at the end. Janina Uhse and Tim Raue are on board as influencers. On their social media channels, they reveal cooking tips and test the healthy recipes, creating authentic content for the community as a result. In addition, ‘The Taste’ judge Tim Raue is to be used over the long term as the brand ambassador for various events to do with the campaign. PoS measures in retail, kitchen and furniture retail as well as digital advertising materials for online retailers round off the cooperation.
“We are pleased to implement this 360-degree campaign in cooperation with Samsung, Burda and Sev-enOne Media. The power of three approach, which we’ve also used when collaborating with our creative partner Leo Burnett, for example, ideally connects strategy, content and media. It allows the Samsung Dual Cook Flex oven and the side-by-side refrigerator to be presented in the best possible way.”