The campaign, designed to help audiences get closer to cooking through promoting NEFF’s range of kitchen appliances, will run across Immediate’s food brands, BBC Good Food and olive magazine, and homes titles Your Home and Home Style, and has been devised and created by Immediate’s content studio, Imagine.
From indulgent family feasts to crowd-pleasing desserts, says Immediate, the Slide Into Summer campaign includes a digital hub on BBCGoodFood.com with four new “mouth-watering” recipes to help audiences make the most of NEFF’s product range, including the N90 FlexInduction Hob with TwistPad control and the N90 Built-In Oven with Hide&Slide. The hub also includes three additional recipes hosted on olivemagazine.com.
In addition to creating the NEFF Hub, including all the video and photography assets, Imagine developed a set of high-impact traffic drivers for each recipe, as well as producing recipe-led print advertorials for BBC Good Food, olive and delicious. magazines, and product-led advertorial content in Your Home and Home Style.
Having won Best Sponsored Podcast at this year’s Publisher Podcast Awards for olive’s Baking Series podcast, olive and NEFF will partner once again for a new podcast series, Raise Your Cooking Game, to be launched in June. Extending the partnership further, NEFF will sponsor olive magazine’s Unwind section throughout June-August.
Kara Keating, NEFF’s Campaign Manager, says: “2020 saw the launch of our successful partnership with Immediate to get our NEFF audience closer to their cooking and consolidate our number-one position for built-in appliances. The award-winning campaign across Immediate’s marketing-leading food portfolio exceeded all our objectives, so we did not hesitate to work with them again in 2021 and look forward to similar success.”
Jason Elson, Immediate’s Group Advertising and Partnerships Director, IM Food, says: “We are thrilled to be working with NEFF again and building on the successes of the award-winning campaign in 2020. 2021 promises to be equally successful with deep integration of NEFF into our brands, especially olive magazine and sponsorship of the new Unwind section, plus native podcast series Raise Your Cooking Game.”
The NEFF Slide Into Summer campaign runs in Immediate’s food portfolio, BBC Good Food and olive, as well as delicious. magazine, from May to July, and in Your Home and Home Style later in 2021.
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