When it comes to valuable marketing commodities, celebrity chef, food writer, publisher and TV star Annabel Langbein is basically the Dan Carter of cooking. And Silver Fern Farms has signed on to use Langbein as its meaty ambassador for her property Fresh Everyday.
Youtube VideoLangbein recently starred in her own successful television series, The Free Range Cook and her new book Annabel Langbein Free Range in the City was published in mid-October and has already hit number one in the New Zealand non-fiction bestsellers list, so, perhaps aside from Peter Gordon, who has his own craft range of Beehive Pork and Bacon, she's certainly up there in the celebrity chef stakes and, with her show now being sold overseas, she is certainly increasing her international profile.
Sharon Angus, the group marketing manager of Silver Fern Farms, couldn't be reached for comment and, even if she could be, it's unlikely she'd discuss the cash that was handed over for the endorsement. But, depending on who owns the IP rights for the recipes, sources say it could be a six-figure sum.
In an effort to tap into the growing foodie market and in keeping with the trend for practical information-based advertising seen recently with the likes of Hotfoot's Go Gardening, the campaign, which also involves Essential Cuisine, is about helping people build their knowledge and appreciation of red meat.
“We are very excited about this opportunity with Annabel," Angus said in a release. "She will be a fantastic advocate for our brand and there are so many synergies between how she feels about food and how we represent our products. Our research has shown that many New Zealand consumers want a helping hand when it comes to cooking red meat. We have found they want inspiration, easy recipes, short cooking times and tips on how to produce great meals."
Silver Fern Farms, whose innovative packaging was created by Designworks, is supporting the partnership with TV, point of sale, in-store demonstrations, sampling and consumer promotions, and online integration of the two websites www.fresheveryday.co.nz and www.bestcutsbestrecipes.co.nz (Colenso has done a bit of work digitally and it's leveraging the sponsorship digitally and promotionally in the coming weeks).
A TV campaign produced by Annabel Langbein and her team began last week with a commercial showing a Silver Fern Farms lamb roast. And two new products are set to be launched early next year, although there's no word on whether Langbein's name/mug will be attached to them, a la Peter Gordon.
Digital Creative Director: Dan Wright
Creative team: Tamryn Kerr and Rachel Walker.
Producers: James McMillian and Emma Tait
Suits: Jo Underdown and Angela Vance
Planning: Sue Gill
Designer: Josh Yee
Developer: Adam Wood