Castello promotes its sliced blue cheese line Blue Burger with integrated campaign via BD Network

In its largest marketing campaign to date, Castello is inviting food lovers all around the country to try a burger Built with Blue. To introduce Burger Blue, the country’s first ever conveniently sliced blue cheese, Castello has enlisted the help of BD Network and well-recognised burger chefs and restaurants, as well as a US celebrity spokesperson, to ask Australians to give blue cheese a try on their next home-made burger creation.

Food lover and US TV personality, Adam Richman, of Man V. Food and Man Finds Food fame, visited Australia for the first time exclusively for the launch of Burger Blue. While in Australia, Richman shared his secrets for what it takes to make a great burger and told of the taste experience of trying blue cheese on a burger.

The integrated Built with Blue campaign, conceived by BD Network, includes print, digital, social and advertorials across key food titles including Delicious and Donna Hay Magazine, POS, and comprehensive trial partnerships at Ribs & Burgers (national), BL Burgers (Sydney) and burger guru Jimmy Hurlston’s eateries in Sydney and Melbourne. Selected recipes and imagery for the campaign have been developed in collaboration with leading food blogger, Katie Quinn Davies, of What Katie Ate.

To give people a taste of new Burger Blue, Castello in partnership with BL Burgers and foodora, will be broadcasting Live on its Facebook page on 24 October. BL Burgers’ Head Chef, Sarah Robbins, will share burger hacks and tips on how best to create a burger ‘Built with Blue.’ The burgers then being delivered to 100 foodora members nearby. People will also be able to order, via foodora, the BL Burger or all the ingredients to recreate the BL Burger tutorial special at home.

Says Alison Brien, brand manager for Castello in Australia: “New Castello Burger Blue gives creative at-home chefs licence to think differently about how they build their burgers. With more and more gourmet ingredients making their way onto Australians’ shopping lists, we’re offering Burger Blue as a great way to enjoy a new taste experience. We’ve devised a campaign that not only gives grocery buyers inspiration for their next burger creation, but also allows people to head out to try a burger built with Burger Blue for themselves.” 

Says Tom Hoskins, ECD, BD Network: “Currently blue cheese hardly rates a mention in Australia’s burger repertoire – even on burger joint menus. So to launch this product successfully in the dairy aisle, we first needed to drop Castello Burger Blue into the booming premium burger culture.”

Creative agency: BD Network

Media agency: Carat