Electrolux and DDB’s Berlin agency unveil the ‘Secret Ingredient’

– Global appliance brand Electrolux and DDB’s Berlin-based agency, have unveiled the ‘Secret Ingredient’: a new communications platform showing Electrolux’s passion for great tasting food.

BERLIN, May 2, 2014 / PRNewswire – With over 90 years experience of providing industry leading kitchen appliances to more than half of all Michelin-starred restaurants, Electrolux is perfectly suited for the quest to find out the world’s most elusive and exciting secret ingredients. The Secret Ingredient brand platform, developed by DDB’s Berlin agency, invites the audience to participate, and contribute, to some of the cooking community’s most elusive and well-guarded secret ingredients.

The ‘Secret Ingredient’ brand platform further contains a multitude of content assets, including the premiere of a 17-minute cinematic webisode. The webisode is the leading content piece for the launch of the campaign and features Rosie Lovell, aspiring chef with a deli cafe in London’s Brixton Market, and Tom Kitchin, an Edinburgh-based Michelin-starred restaurateur, on their quest to find the secret ingredients to great taste.

Along with the film, the content driven communications platform, also developed by the DDB agency, covers experiential, digital assets, print, extensive B2B-activation and in-store communication. Consumer participation is enabled via a range of social media channels. The campaign will launch across Europe, starting with the UK at the beginning of May, followed by Italy, Poland, France and Russia.

Toby Pschorr, Managing Director at the Berlin agency says: “The Secret Ingredient brand platform covers a wide range of consumer and trade as well as virtual and physical touchpoints. The output mirrors the close collaboration between Electrolux EMEA and its roster agencies.”

Online webisode: www.electrolux.co.uk/secretingredient
Cut-outs of the webisode: http://we.tl/224exQPKYh


Electrolux Appliances AB, Stockholm
Lars Hygrell, Marketing Director, Electrolux Major Appliances EMEA
Annika Priou, IMAP and Brand Director, Electrolux Major Appliances EMEA
Annika Sigheim, Brand Manager, Electrolux Major Appliances EMEA
Tom Astin, PR Manager, Electrolux Major Appliances EMEA

DDB Tribal Berlin
Toby Pschorr, Managing Director
Nils Haseborg and Veit Moeller, Creative Directors
Ricardo Müller, Art Director
Gry Sagvolden, Copywriter
Jens Mecking and Cordula Schrenk, TV-Producer
Kamila Smechowski, Art Buying
Franka Mai, Strategic Planning
Falk Lungwitz, Christoph-Lenard Struck and Paul Dombek, Account Management

Production company:
Soup Filmproduktion GmbH, Berlin and Archers´s Mark Ltd., London
Mike Brett and Steve Jamison, Directors
Marcus Nilsson, Photographer

About DDB
DDB Worldwide (www.ddb.com) is one of the world’s largest and most awarded advertising and marketing networks. In 2012 DDB was named Advertising Network of the Year by Campaign, as well as Agency of the Year and Digital Agency of the Year by Strategy magazine. At the prestigious 2013 Cannes International Festival of Creativity, DDB won 93 Lions, the most ever for the network. In addition, The Gunn Report has listed DDB as one of the Top 3 Global Networks for 12 of the last 15 years. The agency’s clients include Volkswagen, McDonald’s, Unilever, Mars, Johnson & Johnson, and Exxon Mobil, among others.

Founded in 1949, DDB is part of the Omnicom Group (NYSE) and consists of more than 200 offices in over 90 countries with its flagship office in New York, NY.

About Omnicom Group Inc.
Omnicom Group Inc. (NYSE-OMC) is a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

For further information on Omnicom and its brands, please visit www.omnicomgroup.com.

For more information please contact:
Laura Maroldt
Corporate Communications Manager
DDB Tribal Group GmbH
Willy-Brandt-Strasse 1, 20457 Hamburg, Germany
T: +49 40 328 08 372, F: +49 40 328 08 5372
presse@ddb-tribal.com, www.ddb-tribal.com


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