Philadelphia inspires Aussies to get creative in the kitchen in new campaign via JWT Melbourne
Philadelphia Australia has launched a world-first social campaign, leveraging consumers’ love of selfies to help Australians get more creative in the kitchen with a new campaign called #FridgeShelfies via JWT Melbourne and Isobar.
#FridgeShelfies forms part of Philly’s Do Your Thing campaign and will showcase that there are endless options to rustle up a delicious dish, no matter what people have in their fridge. Consumers will be encouraged to upload an image of the contents in their fridge to the Philadelphia Australia Facebook orInstagram pages using the hashtag #FridgeShelfies. Philadelphia will provide a recipe for them to make a tasty meal, based on those ingredients. The campaign kicks off today for the next three weeks, with a dedicated team working around the clock to provide and create recipes for consumers in real-time. The Philly Facebook page, which has attracted over 25,000 fans since it launched in March, will be the main hub for the campaign and foodies will be able to log on to see some of the best #FridgeShelfies recipes made during the campaign which they can try for themselves in their own kitchens.
Celebrity cook and former MasterChef Australia contestant Hayden Quinn is an ambassador for the campaign, encouraging Australians to get creative and demonstrating that delicious food doesn’t need to be difficult to make. Hayden will be one of the team responding to #FridgeShelfies submissions and creating recipes for consumers throughout the campaign. He will also be hosting a Q&A session exclusively with Philadelphia Australia’s Facebook community on 11 June at 8pm.
Says Bianca Melky, Philadelphia Australia brand manager: “We know Australian’s love sharing their selfies so we’ve come up with a way to put them to good use. The #FridgseShelfies campaign harnesses social media to provide a creative solution to a problem that many of us face each day; how to make something delicious with what’s in our fridges. Philly’s creaminess and versatility works in a number of different types of dishes and now we want to give Aussies the inspiration to cook up a storm in the kitchen.”
During the #FridgeShelfies campaign, eligible fridge submissions will go into the running to win an exclusive VIP experience. The prize will include flights and accommodation for a weekend away in Melbourne with a shopping spree at Salt & Pepper, accompanied by an interior consultant.
The campaign will be supported by digital, print and PR activity.
Social Media: Isobar
Creative: JWT Melbourne
Media: Carat
PR: Red Agency
5 Comments
I lie how the very few tepid pieces of work out of JWT Melbourne in the past 18 months have no credits on them. Must be a very sad place to work right now.
Chobani launched a fridge selfie campaign via instagram / social media.
It’s on this blog > http://www.campaignbrief.com/2013/07/chobani-offers-to-turn-austral.html
So ‘World First’ is really ‘Late Local Second’
FUCK ME
A few years back there were genuine signs that JWT Melb was heading towards being a very decent agency. WTF happened?
I think JWT and Isobar need to have a long hard chat with themselves..