By now, most folks know celebrity chef Emeril Lagassee's signature expression, "Bam!" To celebrate the 10th anniversary of his line of products, B&G Foods this week launched a digital marketing effort that asks consumers to submit their best Emeril impersonations.
The "Show Us Your Bam!" campaign invites users to visit bestemeril.com, where they can enter for a chance to win a trip to New York, free food and other prizes. At the site, consumers can also order free samples of Emeril's Original Essence products such as seasonings, stocks, sauces and mustards.
To promote the contest, four viral videos feature appearances by celebrity Emeril impersonators including Regis Philbin, Kelly Ripa, Martha Stewart and Mia Hamm, as well as chefs Morimoto and Mario Batali.
Kristi McCormick of the MatchBook Co. and Brent Sterling Nemetz of Sterling Films created the contest.
An online media buy at sites including marthastewart.com, YouTube and FoodBuzz.com, among others, supports.
"With consumers increasingly looking to the Web for everything from basic information to social interaction, we knew that a traditional ad campaign wasn't going to cut it," said Marvin Schwinder, director of marketing at B&G, in a statement. "Digital platforms are transforming the way in which we all experience the world, and forcing companies like B&G Foods to rethink our promotional strategies and brand initiatives."