Bringing to life ‘All In Good Taste’ via our strategy…
Being visible
A relentless press office effort ensured our products were included in every. single. round-up of best air-fryers – from tabloid to broadsheet, online to TV.
We gifted influential writers and product was held up as best in the market by titles like Metro and Good Housekeeping, with retailer weblinks.
Working with food passionate micro influencers enabled us to create a constant stream of organic and engaging content around family-friendly meals. We created social content for key calendar moments like Valentine’s Day, jumped on viral food trends and created our own.
Being credible
We heroed Philips’ in-house chef, Martin Senders, to demonstrate our taste expertise and to satisfy the media and consumer appetite for airfryer content across channels.
His tips and hacks took media coverage beyond product placement, as he became the authority on everything from giant Yorkshire puddings to airfryer crisps and full Christmas dinners. Such was the success of the content that Martin now has his own contributor page on The Independent.
His content enabled our Instagram reels to ooze with mouth-watering creations and was highly engaged with. We pointed to key retailers to seamlessly drive traffic to product pages. We partnered with beloved brands like Hellmans, Marmite, Pret, and Itsu.
Finally, we secured Good Housekeeping Institute accreditation – the highest stamp of approval in product quality, to build trust.
An emotional connection
Disruptive campaign moments included teaming up with comedy and podcast queens ‘LuAnna’ to launch Philips’ Steam & Fry Airfryer. They hosted a packed media and influencer NPD event and dropped scroll-stopping content. This alone drove 1.6 million views and 700k engagements – as well as featuring on the LuAnna podcast itself which has 1.2 million listeners.
Other playful tactics include our launch of disruptive No Airfry Day. Playing on ‘cult of the airfryer’, this was a tongue-in-cheek 24-hour blackout on airfryer content, including an apology letter and a challenge to competitors, generating mass social engagement and national media coverage.