Panasonic Encourages Home-Cooking Through Celebrity Chefs Cooking Programmes
Panasonic kicks off another season of “Love to Cook” collaboration with Asian Food Channel (AFC), marked by the regional premiere of “Martin Yan’s Asian Favourites (Season 2)” cooking show in January.
Through AFC, celebrity chefs were engaged to prepare their recipes using Panasonic’s kitchen appliances and showcased them on their cooking programmes.
An AFC original production, Chef Martin Yan shares tricks of the trade and insider knowledge on how to achieve great tasting local food using Panasonic kitchen appliances.
Commenting on the partnership, Group Director of Dentsu LHS, Dai Sugime, whose creative agency was responsible for facilitating the collaboration as well as providing brand consultancy for Panasonic, said that the partnership has enjoyed good synergy and traction since the idea for a project of this scale was mooted almost two years ago.
“Southeast Asia is a region that is rich in food culture. Our insights show that many people love the idea of enjoying hearty home-cooked meals with family and friends but shy away from cooking at home as cooking is often perceived as an arduous, time-consuming and complicated task,” said Dai.
“However, that’s not usually the case, so we were on a mission to demonstrate how easy and fun cooking can be with Panasonic Cooking’s range of kitchen appliances,” shared Dai.
“As the only regional channel dedicated to Asian cuisine, AFC, which reaches 21 million households in Asia, is indeed a fantastic platform to leverage on to showcase Panasonic Cooking’s products through culinary entertainment. We’re glad to be collaborating with Panasonic for this massive branding exercise, covering 11 countries in this region,” added Dai.
28 cooking videos, featuring the celebrity chefs using Panasonic kitchen appliances, were posted on various digital and social media platforms such as AFC’s Facebook page, which garnered a whopping 26 million views. 84 original recipes created, all prepared using Panasonic kitchen appliances.