Aetna is launching a "Healthy Food Fight" awareness campaign to promote healthy cooking and healthy eating.
The initiative, from G2 USA, includes an online recipe contest, live cookoff events and a sweepstakes. The recipe contest kicked off Sept. 1, with an employee event at Aetna's corporate headquarters in Hartford, Conn. that featured TV celebrity chef Bobby Flay.
The campaign works across multiple touchpoints -- online, direct, live events, social media and traditional media, says Nancy Grebey, G2 USA's executive director, relationship marketing practice. It is aimed at both current and prospective customers and also includes online banner advertising, posters in the market areas where the cookoffs will occur, advertising in newspapers and radio, a Facebook page and Twitter.
"The campaign is aimed at consumers at large, not just current customers," Grebey tells Marketing Daily. "In addition to the live events, we're driving a 16-wheeler across the country from event to event that's completely wrapped in Aetna's Healthy Food Fight branding. This is a very different and fresh approach to getting out Aetna's message."
Consumers are invited to submit original healthy recipes through the campaign Web site, www.HealthyFoodFight.com. Chefs from the Culinary Institute of America will select semifinalists from the online entries, and those recipe creators will compete and cook at one of 10 regional events, which will be judged by celebrity chefs Sunny Anderson, Cat Cora or Sara Moulton, along with the CIA chefs and local VIPs.
The winner of each local event will win a trip to Los Angeles for the final cookoff, which will be judged by Flay. The national winner will receive a $10,000 KitchenAid appliances package, courtesy of Lowe's and Whirlpool Corp.
The live cookoff events will be held at a variety of family-oriented culinary events, including the Kennett Square Mushroom Festival in Philadelphia and Ripe! Food & Garden Festival in Cleveland.
Consumers who submit their recipes online are automatically entered in the "Let's Talk Healthy Living" sweepstakes, although anyone may enter the sweepstakes online or in person at the sponsor booth at any one of the 10 live events. Sweepstake winners will receive gourmet cookware from Circulon.