Branded entertainment is still in its infancy, being mostly done on radio and, increasingly, through digital media. There is no real specialization and there is no distinct line between it and the more familiar brand activation and sponsorship. Relevant Portuguese legislation is very much in line with that on most EU countries.

To create a buzz over the fact Nestlé’s Saúde Faca & Garfo site recipes are now accessible by Twitter in Portugal, we decided to hint at this by cooking a blue bird with the other ingredients. Twitter’s small blue bird has a very distinctive and instantly recognizable look. For a Twitter user, the image instantly conveys the message we want: that tweeting to the Nestlé cooking site is the easy solution to get the recipes you need for the exact ingredients you have in your home.

By creating a a useful new tool for our consumers, we reinforced Nestlé’s cooking site position has the go to place for all your cooking and nutritional information needs. And although less than 4% of web users in Portugal connect with Twitter, we got 401 followers in less than 3 months. And changed the perception of Portuguese consumers of what a cooking site can and should be.