In the Kitchen

Treena Colby
Thursday, Aug 18, 2011 at 2:00 PM

Printed recipes are as passé as the once-loved sun dried tomato. Home cooks want to see techniques in action and hear from the chef as they prepare dishes.

Recipes image

In the latest advertisements for Crisco Pure Olive Oil, the company worked with Time Inc.’s Integrated Marketing Team to not only take a cross-publication approach by placing the ads in Real Simple, Southern Living and Cooking Light, but they also integrated the use of Microsoft Tags into the campaign.

There are three different printed recipes using the oil for the ad campaign and each ad has a Tag that resolves to a video of Chef Billy in action. In very short video clips, Chef Billy shows the best uses for the oil, how to easily prepare the recipe and gives other tips and tricks. The use of Tags makes the ad campaign come alive and creates a connection with the viewer.

How would you use Tags to educate and engage potential consumers of your product? Let us know in the comments below or on Facebook and Twitter.



Best Practices for Using Tag

Design Tags that scan easily and offer an engaging mobile experience



Capture customers in the moment and bring printed materials to life



Tag lets you engage people anytime, anywhere, from magazine ads to store aisles

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