Launching in September 2011, the Cadbury Kitchen allows users to post ratings and reviews. As Cadbury reaches out to local food bloggers to engage them with the site, we spoke with Senior Brand Manager for Cadbury Kitchen at Kraft Foods, Gemma Trivisonno.

Family bakers

Aimed at family households who already bake at home and love Cadbury chocolate, Trivisonno says the site’s aim is “to inspire those who already love Cadbury chocolate to bake using Cadbury’s baking range.” Development of the site began in January 2011. The site promotes Cadbury’s baking chocolate range, together with other Kraft brands including Philadelphia, Oreo and Kraft Peanut butter.

“Cadbury Kitchen has always been there providing recipes to those who love cooking and baking with Cadbury chocolate, but it was via our corporate site which was sometimes hard to get to,” says Trivisonno. “With the growing interest in baking at home, we felt it was time to update the look of the Cadbury kitchen and gave it prominence with its own URL address.”

Promotion

Promoted across press advertising in leading cooking magazines, Facebook and Twitter, Trivisonno says the site enjoys a fast-growing membership, with over 4,000 members in the first 3 weeks. “People who love Cadbury are very happy with the site and are already posting ratings and reviews. We are very happy.” Cadbury recently reached out to several Australian food bloggers, some of whom have posted pictures of their swag on Twitter.

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Twitter role:

Featured: Cadbury: @CadburyAU

Article by: Lou Pardi: @loupardi