/ case study

Electrolux: Celebrity Chef reveals the Secret Ingredient

When global leaders in home and commercial appliances Electrolux wanted to boost brand awareness for a relaunch in Bulgaria, they called on Action to present the company as a pioneer and innovator, positioning the Electrolux as the best-in-class high-tech steam oven manufacturer in Bulgaria.


In response, Action organised a unique and memorable ‘Electrolux Secret Ingredient’ event for media at the Hilton Sofia, where journalists were treated to a special meal created by Bulgarian celebrity Chef Tokev – a brand ambassador recruited for Electrolux by Action and the only chef in Bulgaria awarded with the Global MasterChef degree.


Chef Tokev demonstrated the “secret ingredient” necessary for preparing healthy gourmet food – the Electrolux steam oven, working his magic in a special mobile kitchen as he showed off the cutting edge technology of, while preparing and presenting a select gourmet menu.


The occasion generated over 30 pieces of excellent positive coverage in lifestyle and business media, as well as gastronomy and food blogs, with a great social media buzz. The published coverage included interviews with Electrolux Regional Sales Director for South-East Europe.

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