Dentsu Aegis Network Agencies Collaborate With Fairfax To Dish Up Philips To Foodies

Dentsu Aegis Network Agencies Collaborate With Fairfax To Dish Up Philips To Foodies
SHARE
THIS



Dentsu Aegis Network (DAN) agencies The Story Lab, MKTG and Carat have collaborated on an interactive and authentic culinary experience for Philips Australia at Sydney’s iconic Night Noodle Markets.

In a bid to drive relevance, trial and consideration for Philips’ Pasta and Noodle Maker, the DAN agencies have created a unique opportunity for foodies to get hands-on and make their own fresh noodles and pasta to take home – a first in 19 years of the Night Noodle Markets.

Hosted by My Kitchen Rules winners Sammy and Bella (pictured above), and Great British Bake Off winner Sian Redgrave, against a spectacular backdrop of a fresh pasta wall, food lovers are invited to design their own colourful and personalised varieties of fresh noodles and pasta using the Philips Pasta Noodle Maker to take home and cook.

The three agencies are providing support for the event across the following key marketing areas: partnership negotiation, project implementation and content creation (The Story Lab); activation development and event execution (MKTG); and media planning and amplification (Carat).

Philips Pasta Noodle Kitchen

Claire Crennan, content partnerships director at The Story Lab, said: “Philips set us the challenge of driving relevance and consideration for their Pasta and Noodle Maker amongst an affluent gourmet home chef audience during spring.

“Our unique, social activation and partnership with Fairfax’s Good Food Month has served as a catalyst to bring the product to life within the meaningful context of the Night Noodle Markets.”

Kay Cho, marketing manager at Philips, said: “It was important for us that we didn’t focus our efforts on purely the activation at the Night Noodle Markets, but ensure that the experience itself served as a stimulus for creating authentic content and conversation to give the partnership and our presence scale.

“Working in close collaboration with Fairfax and our partner agencies MKTG, The Story Lab, Carat and Fleishman PR has enabled us to showcase the capability and relevance of the brand through digital, social media and influencers.”

The Philips Pasta and Noodle Kitchen at the Night Noodle Markets is open until Sunday 22 October.

CREDITS

Client: Kay Cho, Philips

Strategic partnerships: Jason Ampt, Fairfax

Content partnerships: Claire Crennan, The Story Lab

Activation: Laura Kent, MKTG

Media: Michael Marsh, Carat

PR: Zoe Finlayson, Fleishman

 

Please login with linkedin to comment

Carat dan Dentsu Aegis Network Fairfax Fleishman PR MKTG Night Noodle Markets philips The Story Lab

Latest News

Study: Why The Australian Made Green & Gold Kangaroo Remains A Winner
  • Marketing

Study: Why The Australian Made Green & Gold Kangaroo Remains A Winner

The Australian Made logo has confirmed its international appeal, with new Horizon Consumer Science research finding 97 per cent of overseas consumers have a positive first impression of the iconic green and gold kangaroo. The research, which was carried out in six diverse export markets, found that more than two thirds (70 per cent) of […]

DDB Melbourne Wins Dulux’s Creative
  • Advertising

DDB Melbourne Wins Dulux’s Creative

Dulux has appointed DDB Melbourne as its sole creative and strategy agency following a competitive pitch. As a result of the appointment, the agency will lead strategy and creative for Dulux’s Decorative paints and coatings portfolio of brands, including Dulux, British Paints, and Berger. Dulux GM of Marketing, Strategy & Growth, Richard Hansen said: “Previously […]

ME Bank’s Candice Ayad: Leaders Of The Future Must Show Empathy, Vulnerability
  • Marketing

ME Bank’s Candice Ayad: Leaders Of The Future Must Show Empathy, Vulnerability

Candice Ayad has worked with strong, powerful women leaders. But they lacked two fundamental qualities in their leadership, which, she says, will be critical within businesses going forward. The Women in Media Awards, presented by Are Media, are just days away, with the best of Australian media set to be recognised and celebrated for their […]

by B&T Magazine

B&T Magazine
The Five Values For Business Success
  • Opinion

The Five Values For Business Success

Here's a serious business article that hopefully ticks B&T's quota box for serious business articles.

Opinion

by B&T Magazine

B&T Magazine
Is B2B Marketing Missing Its Emotional Touch?
  • Media

Is B2B Marketing Missing Its Emotional Touch?

B2B marketers could learn a thing or two from their B2C colleagues, argues WP Engine VP APAC sales Mark Randall in this guest post. It surprises me how many B2B organisations are not quite hitting the mark when it comes to reaching their audience. When talking directly to businesses, many brands are missing an opportunity […]

Opinion

by B&T Magazine

B&T Magazine
Burger King Trials Reusable Packaging
  • Media

Burger King Trials Reusable Packaging

Here's a top initiative from Burger King that does kinda sound like a slightly tedious Craig Reucassel documentary.

by B&T Magazine

B&T Magazine