A series of six films, fronted by the celebrity nutrition coach Madeline Shaw and Smith, the Team GB Olympic bronze medallist, are being placed on numerous websites including Mail Online, Daily Express, Channel 4, Hello!, Closer, Channel 5, Men’s Fitness and Digital Spy.
The video content, made with online publisher and production house, Videojug, in a relationship managed by Carat, features Shaw and Smith using the juicer while discussing various health benefits.
Executions include films entitled "beat the bloat" and "fat buster". The video campaign will use the content recommendation platform Taboola and will also be distributed on brand pages across Videojug’s publishing network.
Carat, Philip’s global strategic media agency, worked with its Dentsu Aegis Network sister agency iProspect to create a paid social campaign on Facebook and Twitter. The overall campaign uses the hashtag #RealJuice.
The company’s global creative agency Ogilvy provided guidance on branding and support developing the creative work.
Gemma Cooper, marketing manager, kitchen appliances, at Philips UK, said: "This campaign enables us to engage with our UK audience in a very exciting and original way, while showing that Philips is committed to developing innovation that matters and makes a difference to people’s lives."