Snacking giant Mondelez has tied up with Taste.com.au in a new campaign which aims to inspire chefs to use Cadbury in the kitchen.
The campaign was cooked up as part of Mondelez's Media Innovators program which saw nine teams of marketers from its chocolate brands develop digital ideas to compete for part of a $1 million dollar advertising budget.
The tie up with Taste is a marketing push for Mondelez's Cadbury baking team and sees the brand providing its own and user generated recipes featuring Cadbury products as core ingredients, and listed on a dedicated, Cadbury-branded page.
Mondelez corporate and government affairs manager Steve Mann told AdNews the idea is effectively simple.
“It came up through the process and we thought 'this makes perfect sense, why aren't we doing this',” Mann said. “We have some fantastic recipes that people send in to us all the time and we've developed some ourselves, so why not share them with aspiring chefs out there.
“One of the benefits of having brand loyalty is that people like to share in that experience.”
The campaign follows the launch of Mondelez's first work out of the Media Innovators program which saw Cadbury's Picnic brand appear on dating app Tinder. The work asked users whether or not it's what's on the inside that counts; a nod to the brand's tag line of “deliciously ugly”.
It will also host a 'Singles Party' in November, hosted by radio company Nova Entertainment.
While the two executions – Tinder and the new Taste venture – are miles apart in approach, Cadbury head of marketing bars and bitesize Carla Filia said both ideas hark back to the idea of using platform in the right way for the brand.
“We challenged our brand managers to be quite fearless with their thinking in Media Innovators: pushing the boundaries, thinking outside of the box and thinking about things that potentially made them a little bit uncomfortable,” Filia said.
“Both ideas resonated really well with the audience and are challenging our brand mangers to think outside of the tools and the ways that they are currently communicating.”
Media Innovators is the second program run by Mondelez with the aim of producing out of the box thinking. Last year, the company ran its Mobile Futures program which saw it partner with startups to feed innovation into the company.
This year's program is ran in conjunction with Mondelez's agency partners Carat and Saatchi and Saatchi and focuses on challenging thinking within the organisation specifically.
“A continual learning for us is that winning in digital is tough,” Filia said. “You need to be authentic, relevant and engaging to cut through in this space and you need to challenge everything that you've ever done in traditional media to think about it differently.
“That's been the biggest learning in this process, that it's ok to be uncomfortable. That's when the magic happens.”
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