Culinary Community

Brands engage consumers with recipe-driven social campaigns

Implications - In an effort to showcase the multifaceted uses for conventionally indulgent food products, brands are encouraging the modification of such items into everyday, health-conscious recipes. By inviting consumers to share their own versions of such recipes, brands are able to showcase the real ways in which other consumers are engaging with the product in a healthy way, putting the voice of the consumer front-and-center in terms of branding.
SCORE: 5.4
This Year and Mild Top 5 Examples: 11,162 Total Clicks Jun 14 - May 16
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Consumer Insight Topics: LifestyleFoodSocial Media
Personalized Recipe Campaigns - Hellmann's Brasil Finds Recipes Based on What's in Your Fridge
SCORE: 6.4
Warm 1,380 Clicks Pub: Jun 23, 14
Personalized Recipe Campaigns
Hellmann's Brasil Finds Recipes Based on What's in Your Fridge
Sometimes if you’ve only got a few ingredients in your fridge, the meal options seem pretty uninspiring, but as the ReciTweet campaign from Hellmann’s Brasil proves, you have more... [More]
Modified Recipe Campaigns - The McCain #MODIFRY Campaign Encourages You to Get Creative
SCORE: 5.5
Warm 1,446 Clicks Pub: Jun 16, 15
Modified Recipe Campaigns
The McCain #MODIFRY Campaign Encourages You to Get Creative
The McCain #MODIFRY campaign is an ingenious digital campaign from the Canadian brand that engages consumers on digital media in a way directly linked to their product. Powered by partnerships with... [More]
Recipe Infographic Campaigns - Knorr Brazil Will Turn Your Family Recipe Into a Typographic Poster
SCORE: 3.9
Mild 7,521 Clicks Pub: Dec 31, 14
Recipe Infographic Campaigns
Knorr Brazil Will Turn Your Family Recipe Into a Typographic Poster
If you have a hand written family recipe you need to recopy, Knorr Brazil will recreate it in infographic form. The food brand’s Receitas de Familia campaign allows you to turn old... [More]
Newspaper-Branded Meal Kits - The New York Times is Teaming Up with Chef'd to Offer New Recipe Kits
SCORE: 3.4
This Year and Untested 269 Clicks Pub: May 6, 16
Newspaper-Branded Meal Kits
The New York Times is Teaming Up with Chef'd to Offer New Recipe Kits
The New York Times recently announced that it will be teaming up with Chef’d to offer healthy meal kits. With a growing number of consumers turning to subscription services to cut down on meal... [More]
Potato Chip Cookbooks - The Lay's Wavy Brand and Brit + Co Are Teaming Up with Pinterest
SCORE: 3
Untested 546 Clicks Pub: Mar 23, 15
Potato Chip Cookbooks
The Lay's Wavy Brand and Brit + Co Are Teaming Up with Pinterest
The Lay’s Wavy brand and tech-infused DIY website Brit + Co are teaming up with Pinterest to engage consumers in creating the first cookbook created on the social media platform. The Pinterest-... [More]