Celebrity chef Aldo Zilli has agreed to front a major new Kraft Foods advertising campaign promoting Philadelphia.
The multi-media campaign, created by Mediavest, will feature a range of recipe demonstrations where the popular chef will use Philadelphia as a primary ingredient.
Launching on November 2, the drive will feature a new recipe each week which will be released on a micro site, where consumers can watch it being cooked and download a useful recipe card.
Comprehensive advertorials will also run in a range of national newspapers and magazines including You Magazine in the Mail on Sunday.
Chiefs have also arranged sponsorship on UKTV and traffic drivers on the UKTV Food and Mail websites. The recipes will also be available on branded cards in Asda stores nationwide.
Philadelphia assistant brand manager, Carly Jackson, says the campaign will allow the brand to communicate its "versatility" message and get "much closer" to consumers.
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