Unilever Leverages Branded Cooking Content

Unilever is spreading the presence of its
Hellman’s and Finest Meals mayonnaise manufacturers throughout a sequence of cooking movies in a digital content material initiative titled “Selfmade Unfiltered” that includes meals creator and restaurateur
Ayesha Curry.

In considered one of six movies, Curry extols the virtues of mayonnaise as she scoops from a jar of Hellman’s
olive oil selection to arrange turkey meatballs and spiralized zucchini.

“That is going to maintain this meatball so moist,” Curry says. “And since mayonnaise is made with eggs,
it’s going to behave as a binder so we don’t have to truly put an egg into our meatball to make it maintain collectively.”

Along with being listed because the sponsor of the movies
posted on Fb, Instagram, YouTube and Curry’s ShopHomemade.com life-style hub, the manufacturers are included in every present’s recipes/buying lists. Hyperlinks to the recipes are made accessible
the day earlier than every episode on social media so viewers can cook dinner together with Curry.

“What makes them distinctive is that they’re minimally edited and nothing is ready upfront,”
Evan Fleischer, president of Imagine Model Studio at Imagine Leisure Group, which represents Unilever, tells Advertising and marketing Day by day. “You see the whole lot from begin to end.
There’s that really feel of hanging out along with her as she cooks.”

The movies range in size relying on what’s being ready.

“Simply as in actual life, how lengthy you cook dinner
relies on what you’re cooking,” says Fleischer. “It’s not a slick, polished presentation.”

Unilever is utilizing paid social media along with sponsored posts to
promote the sequence.

A part of the motivation for Curry, whose authentic concept was the genesis of the sequence, is to grow to be “extra of a life-style model.”

She is going to take part in
extra movies past the six cooking subjects as Imagine expands the idea to “an ever-expanding vary of life-style subjects and professional suggestions, together with fashion, magnificence, trend, design and
well being.”

Fleischer is “searching for and open to collaborating with extra manufacturers on these.”