Philips:
Social Kitchen

When Philips tasked us to launch the new Airfryer Viva collection, we knew we needed to proof the Airfryer could do more than just heating up frozen nuggets & fries.

We wanted a demonstration of creativity, a stand for eating healthy, a desire for quick and easy wins...and of course a show off on Instagram.

And we know people no longer believe in well-rehearsed, pre-prepped Jamie Oliver types of cooking shows. We needed to throw the Airfryer into the real battle field.

Challenging the Airfryer to deliver quick and easy dishes that’s Instagram-worthy, we created Philips Social Kitchen with the best in their fields: Chef Sam from Fat Lulu, DJ Sonia (FM98.7) as our host, and food Instagramer CR Tan.

Together, we created a 90min Facebook Live cooking show with no secrets to hide.

The real challenge was that the chef took orders from online audience’s request, LIVE.

Quick thinking plus using only 5 ingredients, the chef cooked up a storm with the Airfryer.

The dish was then passed on to our Instagrammer and in no time it was up on Philips’Instagram account.

An intensive 90 min Live, co-directed by a live show director, embracing the hiccups and improvising along the way – it was an such an experience. And along the way we attracted 19million eyeballs and hundreds of comments.

Bringing the Airfryer to the center stage of social home cooking. DONE.