Blue Dragon has launched a TV and Digital marketing campaign to show how consumers can give their stir fry legendary status by using the range.
Created by JWT London, the UK campaign launched on 11th February. Supported by the line ‘Make your stir fry legendary with Blue Dragon’ the campaign was created in response to the consumer need to create quick and healthy meals on a weekday, and that stir fry is something everyone can do, no matter what their level of culinary skill.
The TV activity shows the character Charlie who becomes an overnight sensation. When questioned about his success Charlie has no idea that Blue Dragon is the reason behind the popularity of his dish.
The Digital work, also created by JWT London, launches with the ‘Legendary Stir Fry Maker’ Facebook app. The app allows busy consumers to ‘spin a wok’ to generate Blue Dragon stir fry recipe suggestions. Users have the choice of inputting ingredients they have left in their fridge or cupboards to generate suggestions, or they can click ‘surprise me’ for total inspiration. The recipes, as well as a user’s secret stir fry ingredient suggestions, can then be shared with friends via the app.
The campaign is also supported by experiential and shopper marketing activity.