After a collaboration with Cyril Lignac, it is the turn of Marmiton, the online recipe guide, to join forces with Philips, in order to promote and democratize the Airfryer, this hot air cooking appliance. Guillaume Roi, marketing director of Philips and Mohamed Belmaaza, publishing director of Marmiton, look back on this “delicious” collaboration.
After a partnership with Michelin-starred chef Cyril Lignac – which consisted of highlighting the many recipes that can be made, like a chef, with the Philips Maison Airfryer appliance – the household appliance brand wants to continue to consolidate its position on the growing Airfryer market. This time, Philips Maison has called on Marmiton, the online recipe site of the Reworld Media group.
Philips claims to be a brand that enables “accessibility” and “simplification of consumers’ daily lives at home”. It is therefore important for the latter to partner with players who have the same values and share the same vision. “LThe collaboration with Marmiton is a continuation of that carried out with Cyril Lignac, but gives consumers even greater access to recipes and inspirations.”explains Guillaume Roi, marketing director of Philips Maison.
The delicious concepts
Launched since July 1st, the partnership is expressed through editorial offers that integrate the Philips Airfryer on the website and social networks. How? For example, by creating a new section “Varied cuisine with the Philips Airfryer”, including different articles and recipes.
Beyond the section, a new feature is being rolled out under the name “Switch To Airfryer”. Practical, this consists of converting the great classics of the media site into a version adapted to the cooking appliance. This feature thus makes it possible to inform amateur cooks that certain dishes can be prepared with an Airfryer. The top 50 great classics are already converted, but the idea is to extend the device to all recipes, whether savory or sweet. The special feature: the recipes are converted and adapted only… to Airfryers from the Philips Maison brand. Exclusivity is the order of the day! These are not “not the same programs, nor the same cooking times. The result will therefore be distorted”warns Mohamed Belmaaza, publishing director of Marmiton.
The collaboration is also available in a “hotline” format on the social networks of Marmiton and Philips Maison. The site’s editorial team receives questions from consumers who have one or more problems with their Airfryer appliance and tries to answer them as best they can in video.
On October 17, 2024, a 100% Philips Airfryer recipe book, published by Marmiton, will also be released in 10,000 copies in bookstores and supermarkets in France.
Finally, from October 3 to November 3, Marmiton and Philips are planning an immersive experience at the Beaugrenelle shopping center in the 15th arrondissement of Paris. On the program: culinary workshops, experience sharing and a presentation of the different Philips Airfryer ranges.
Philips and Marmiton support consumers
The primary objective of this collaboration is to democratize the use of the Airfryer. Currently “revolutionizing” French cuisine, the brand has noted a strong increase in sales (in value): + 218% in the first half of 2024 compared to last year. But the idea is, above all, to democratize the use of the Philips Maison device and to allow the brand to remain “top of mind”: “The Philips Airfryer is in all the conversations of our Marmiton community: How to use it? How to extend its use to everyday life? How to help consumers with the problems they encounter? The collaboration has a double interest: to democratize the Philips Airfryer and to respond to our community“, explains Mohamed Belmaaza, publishing director of Marmiton, who also and above all wants to offer the best service and the best advice for users.
Source: www.e-marketing.fr
