Burda & Prosieben
06/07/2020

Joined forces for Samsung's new multichannel campaign

Cooking is more than just a passion – it’s also the focus of a new multi-channel campaign for Samsung produced by the Burda/Prosiebensat.1 marketing and content partnership. The campaign shows that the “Dual Cook Flex” oven and “RS 8000” fridge are the ideal kitchen aids when conjuring up a healthy and enjoyable meal for the whole family.

The concept came from BCN, Burda's 360° marketer, and is being realised in collaboration with the Burda Food Agency, a culinary full-service agency that is undertaking all content production. Prosiebensat.1 is the TV partner and the supporting media agency is Starcom. The campaign runs from June until the end of the year, presenting Samsung’s high-tech kitchen appliances on all relevant channels and linking up with “The Taste”, the successful Sat.1 TV show. Actor and food blogger Janina Uhse and Michelin-starred chef Tim Raue – who is also a judge on “The Taste” – will use their influencer status to push the campaign on their wide-reaching social channels.

Food made simple

The Burda Food Agency has taken the idea of “the perfect menu for every occasion” and used it to develop a whole world of healthy recipes. There are nine culinary creations in total – one-pot dishes and cold drinks that are easy to prepare for the whole family with the aid of Samsung appliances. Burda has produced high-quality videos and photos for each recipe that will be shared widely via the relevant social media and in native online and print formats. Burda’s First in Food brands – Das Kochrezept, Slowly Veggie, Einfach backen and Lust auf Genuss – are involved in the campaign, as are Bunte.de and Freundin.

Savour the flavour with “The Taste”, Janina Uhse and Tim Raue

“The Taste” is Germany’s biggest cooking show and is endorsed by Samsung, its placement and licensing partner. It is also a core element of the campaign and one of its storytelling highlights. The show returns to Sat.1 in late summer 2020. Contestants will tackle culinary challenges with the help of smart kitchen appliances. The person who presents the jury with the best spoonful at the end of the show will also receive a separate prize from Samsung. Brandsyoulove, Burda’s influencer marketing unit, has brought Janina Uhse and Tim Raue on board the campaign. They will use their social media channels to share cooking tips and test the healthy recipes, creating authentic content for the community. Tim Raue has also been hired as the long-term face of the brand for various campaign events. PoS measures in stores and specialist kitchen and furniture suppliers round off the collaboration, alongside digital advertising with online retailers.


“We were impressed by this holistic approach to our campaign. We are aiming for long-term communication across multiple media platforms to draw lasting attention to our products. This concept has fulfilled our goal very successfully.”

Mike Henkelmann, Director Marketing CE Samsung Electronics


 

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