Castello brings in ‘big food’ enthusiast to get blue cheese into burgers

Cheese maker Castello has brought Man V. Food star and professional gorger Adam Richman to Australia to promote the taste of blue cheese on burgers.

Man V. Food star Adam Richman

Man V. Food star Adam Richman

The cheese maker has anchored the launch of its Burger Blue line with appearances by the gourmand who made his name travelling America in search of the most outrageous “big food” offerings and then submitting himself to eating challenges.

Richman has been flown out to make a number of media appearances as part of the campaign which will also see the Burger Blue line promoted through live feed tutorials on Facebook.

The brand has also partnered with BL Burgers and Foodora to share burger hacks and tips through Facebook.

Agency BD Network devised the promotion to try to knock more traditional cheeses off Australian burgers.

Castello brand manager, Alison Brien, said the aim of the campaign is to inspire shoppers to try something different.

“We’ve devised a campaign that not only gives grocery buyers inspiration for their next burger creation, but also allows people to try a burger built with Burger Blue for themselves,” Brien said.

Along with social media, the campaign will include print, digital and advertorials promoting the benefits of the cheese.

The brand is also partnering with a number of restaurants that specialise in burgers to promote the cheese, including Ribs & Burgers, BL Burgers and burger guru Jimmy Hurlston’s eateries in Sydney and Melbourne.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.