Newcastle Brown Ale has signed TV chef “Sam the Cooking Guy” as the spokesperson for its 2007 marketing campaign.
The campaign, Smooth with Food, taps into the dark brew’s uses as an ingredient in marinades and sauces, the company said.
Beginning in May, the chef, who’s name is Sam Zien, will talk up Newcastle as both an ingredient in creating flavorful food and a nice beverage to pair with meals.
Zien’s uncomplicated approach in the kitchen is a good fit with the brand’s target audience, males ages 25 to 35, the company said.
The campaign will roll out in more than 5,000 stores nationwide where shoppers can pick up a copy of Newcastle Brown Ale’s Summer Grilling Guide,” which offers recipes that include the beer as an ingredient and dishes that pair will with the beer.
The Smooth with Food campaign ties to the brand’s Smooth Like No Other marketing effort that focuses on simple recipes and grilling tips.
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