By Ellen Rooney Martin
CHICAGO--United Airlines is teaming up with cooking maven Sheila Lukins in an upcoming promotion tied to the first campaign from Fallon McElligott, scheduled to break in mid-May.
Sources said Lukins will not appear in Fallon's ads but is mentioned as part of a promotion that will include her recipes for new food items available on all flights in economy class. The Minneapolis agency, named to handle creative on United's estimated $75 million domestic account in November, has submitted ideas regarding the Lukins promotion, these sources said. Executives at Fallon directed calls to United.
Mike Howe, director of advertising for the Elk Grove, Ill.-based air carrier, said the Lukins recipes will be printed for flyers in economy class.
'We'll have a lot to talk about in about a month,' Howe said. 'The new campaign will have some fun things in it.'
He would not elaborate about the campaign or promotional efforts. The carrier's menu will be updated to reflect a new approach by the airline as part of what it calls its new Customer Satisfaction Philosophy. The campaign centers on what United's passengers want from their flight experience, sources said.
Lukins initially gained fame in the 1980s as co-author of the Silver Palate cookbook series that emphasizes sophisticated flavors. The menus being developed for United are more mainstream, featuring such dishes as Kansas City BBQ Brisket and Rustic Tarragon Chicken in Repose.
Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED