Person in a blue shirt pulls out the basket of a dark grey Philips airfryer, showing roasted chicken, in a colorful kitchen
Submitted by Smoking Gun

Philips Airfryer All In Good Taste Campaign

Influencer Marketing

Smoking Gun ran an integrated PR, social and influencer campaign for Philips airfryer built on taste, and the agency reports market share growth of +900% YOY.

+900%Market Share Growth
+23%Brand Preference
+50%Brand Consideration
919Earned Media Coverage

Case in 60 seconds

Philips was struggling to reassert its dominance of the airfryer market in a category the page calls transactional, so Smoking Gun had to build emotional connection where buying usually hinged on speed and ease.

The campaign turns on taste rather than convenience, because the agency reads airfryer buying as a matter of speed and ease while cooking itself is about flavour, which left emotional benefits open for Philips to claim.

Smoking Gun built 'All In Good Taste' as a creative platform for salience, focused on emotional rather than functional benefits and led by the dual basket airfryer and a first-to-market airfryer with steam.

With no above the line activity, the press office placed Philips in best air-fryer round-ups, micro influencers made family-friendly meal content, and in-house chef Martin Senders supplied tips and Instagram reels. LuAnna launched the Steam & Fry Airfryer at a media and influencer event, and No Airfry Day staged a blackout on airfryer content with an apology letter and a challenge to competitors.

Smoking Gun reports 900% market share growth YOY, brand preference rising to 23% and consideration to 50%, alongside 919 pieces of earned media coverage, 22,661,302 video views and Prime Day sales up 240% YOY.

Strategy Breakdown

Consumers on their purchase research journey for an airfryer, reached through family-friendly meal content, alongside media and consumers with an appetite for airfryer content across channels.
No Airfry Day played on the 'cult of the airfryer', so the agency used the category's own popularity as the subject of a tongue-in-cheek moment rather than competing with it.
The page describes airfryers as a transactional category bought on speed and ease, so Philips had little emotional ground on which to separate itself from competitors and regain preference.
Philips was cast as the original innovator and the trusted authority on taste, supported by its in-house chef and Good Housekeeping Institute accreditation rather than by above the line activity.
Smoking Gun treated purchase as a research journey, so always-on reviews, round-up placements and retailer weblinks sat where shoppers looked before buying an airfryer.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • Smoking Gun

Creator role

  • LuAnna

Results & Evidence

MetricValue
Market Share Growth+900%
Brand Preference+23%
Brand Consideration+50%
Earned Media Coverage919 pieces
Gold Tier Coverage126 in Gold Tier
Prime Day Sales YOY240%
Positive Sentiment99%
Video Views22.7M video views
LuAnna Launch Views1.6M views
LuAnna Engagements700K engagements

Why Smoking Gun's strategy worked

  1. 1

    A taste platform gives an appliance brand an emotional claim rather than a functional one, because the page frames the category as transactional, so flavour becomes the route into preference and consideration.

  2. 2

    An in-house chef can work as a media authority rather than a spokesperson, because Martin Senders' tips took coverage beyond product placement and earned him a contributor page on The Independent.

  3. 3

    Presence in every best air-fryer round-up serves the research stage of purchase, which is why the press office treated reviews as always-on work rather than as occasional campaign moments.

  4. 4

    A deliberate content blackout can create standout in a busy category, because No Airfry Day played on the 'cult of the airfryer' and turned absence into social engagement and national media coverage.

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