TORONTO – Corus’ in-house social content studio so.da and lifestyle content provider Kin have baked up a new campaign in support of Philadelphia Cream Cheese Frosting that includes a new Twitter series and the use of content designed to provoke the autonomous sensory meridian response.
So.da is producing the new Twitter series #SweetSomethings (4×4-6min) starring Food Network Canada pastry chef Anna Olson as she creates indulgent treats using the frosting. The first episode of #SweetSomethings launches on @FoodNetworkCA’s Twitter starting May 7 at 7:00 PM ET for four weeks.
YouTube’s Yolanda Gampp from How to Cake It is producing custom Instagram recipe videos using the frosting, and her Canadian fans are set to receive a glossy mailer containing the recipes as well as a coupon for the product to drive in store purchases.
Kin creators are Siya Zarrabi from Hopscotch the Globe, Joanna Venditti from Nesting Story, and Christina Dennis the DIY Mommy, will also create easy and relatable baking videos using the product.
Corus added that for the first time in a sponsored campaign, autonomous sensory meridian response (ASMR) content will also be used to inspire the baker within.
“This partnership with Philadelphia Cream Cheese Frosting highlights the power of Corus, and how together with Twitter we can extend a brand’s promotional footprint in an engaging and impactful way,” said Dervla Kelly, Corus’ SVP of marketing and head of so.da, in the news release. “In addition to the mid-form Twitter series, the campaign will incorporate social trending content such as ASMR videos, an interactive Facebook Live event that lends seamlessly to the product and promotion, inclusive of promotional television spots, on Food Network Canada. We are leveraging the strength of our Corus brands, the social expertise of so.da, as well as the clout and amplification from tapping into Kin’s premium creators – which together is guaranteed to engage the audience of passionate bakers Philadelphia is looking to reach.”
Photo of Anna Olson in #SweetSomethings courtesy of Food Network Canada
