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Blue Dragon

Blue Dragon to launch on-pack Aurasma campaign


By The Drum Team, Editorial

January 13, 2012 | 1 min read

Blue Dragon is launching an Aurasma campaign enabling consumers to access recipe videos, timed to coincide with the Chinese New Year on Monday 23 January.

The first campaign by integrated agency Billington Cartmell since it was appointed last year, the campaign features 12 recipe videos by Oriental chef Jeremy Pang which consumers can watch on their smartphones through promotional packs.

The campaign also features an on-pack promotion offering one of 25 Oriental Banquets (for eight people) or Masterclasses (for six people) hosted by Pang in winners’ homes, with all the food supplied by Blue Dragon.

It will be reinforced by TV and press advertising created by JWT.

Alex Young, Billington Cartmell’s consumer brands managing director, said: “We were briefed to inspire light and heavy users of the brand to use more Blue Dragon products more frequently. We identified two distinct user groups within this target market – ‘mid-week sauce stirrers’ and ‘short cut scratch cooks’ – who, while attitudinally similar, have different levels of culinary confidence.”

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