Footy stars create hommus-inspired recipes as dip brand Obela builds on relationship with AFL
Hommus brand Obela has enlisted some of the AFL’s biggest names to promote the dip through an online series of cooking shows hosted on the code’s website.
Sydney’s Josh Kennedy, North Melbourne’s Nick Dal Santo, Carlton’s Marc Murphy and Hawthorn’s Jack Gunston have all created hommus-inspired recipes with Collingwood’s Travis Cloke and Nathan Jones of Melbourne to come.
The online Obela in the Kitchen series, which also explores a little of the players’ private lives, builds on an earlier deal which saw Obela hommus become the “official dip of the AFL”.
Obela marketing manager, Adam Singles said: “Entertaining and celebrating are core elements of the AFL experience, whether it’s at home or at the game, which is why we’re so excited to be an official partner of the AFL.
“The Obela In The Kitchen Series shows another side to these AFL stars, while revealing some hidden skills we won’t see on the field, and we’re hoping it will inspire other guys to get in the kitchen and experiment as well.”
The content is being hosted on the AFL website and Obela’s Facebook page but not on the dip brand’s website.
A competition is being run in conjunction with the cooking shows in a bid to drive fans to the Obela Facebook page with three pairs of AFL Grand Final tickets up for grabs.
To enter, fans need to share their own “Obela Delicious Moment”.
AFL Media’s general manager Peter Campbell will be talking about the development of the division, and its partnerships, at Mumbrella’s Sports Marketing Summit on September 9, Click the banner for more details.
Good grief, do people really want to watch football players pretending to be cooks?
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A great example of how not to do effective branded content.
Shoehorning your product into some mid 90’s Better Homes and Gardens segment just doesn’t cut it.
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