Fairfax and Dentsu Aegis Network launch Philips culinary experience

Fairfax Media and The Story Lab have created a culinary experience for Philips Australia at Sydney’s Night Noodle Markets

Executed by The Story Lab team and supported by MKTG and Carat, the campaign provides the opportunity for passers-by to make their own noodles and pasta.

The initiative is hosted by My Kitchen Rules winners Bella and Sammy Jakubiak and Sian Redgrave, winner of the Great British Bake Off.

Claire Crennan, content partnerships director at The Story Lab said of the initiative: “Philips set us the challenge of driving relevance and consideration for their Pasta and Noodle Maker amongst an affluent gourmet home chef audience during spring.”

Kay Cho, marketing manager at Philips said working with Fairfax, MKTG, The Story Lab, Carat and Fleishman PR allowed the company to promote its capabilities and relevance.

“It was important for us that we didn’t focus our efforts on purely the activation at the Night Noodle Markets, but ensure that the experience itself served as a stimulus for creating authentic content and conversation to give the partnership and our presence scale,” Cho said.

The Philips Pasta and Noodle Kitchen is open until October 22.


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