How a Cookbook Brand Collaboration Increased Sales and Brand Awareness

Which brands were involved?

Philadelphia is a well known brand of cheese, but not everyone is aware of how it is best used.

Asda are a giant of the super market world in the UK, previously owned by Walmart.

Penguin are the worlds largest publishing house, publishing books for well known names such as Michelle Obama amongst others.

What was the brand collaboration?

Unlike some collaborations, Penguin and Philadelphia worked together to create a cookbook from scratch. Going beyond a simple brand partnership (two brand putting their name to an existing product), creating a new product helped Kraft’s advertising campaign to promote Philadelphia as a delicious and easy ingredient for a quick meal.

The books were given as gift where customer’s bought more than one item. Effectively serving as a purchase incentive, as well as raising brand awareness in an effective location - the isles of a super market.

Additionally, the book was made available to purchase from Amazon, increasing brand awareness further.

What we love about this cross marketing project

This brand collaboration is extremely well executed.

By partnering with Penguin, Philadelphia get great brand exposure, and most importantly, outside of their core market and outside their normal reach.

Customers who do receive the book have more incentive to buy more product, to try the various recipes in the book.

The book, whilst free, acts as a purchase incentive leading to customer’s buying more of the product and additionally, Kraft get royalty payments, making the book a source of incremental revenue.