From communal potato chip cookbook Pinterest boards to Twitter-generated personalized recipes, modern recipe sharing campaigns encourage the cultivation of organic communities around food and beverage brands. Given that word of mouth is still a key way for brands to achieve growth, social recipe campaigns provide a digital twist that helps embed the experience of the product into the personal brand of the user posting it.
One winning example is the McCain #MODIFRY campaign, which was supported by a YouTube campaign starring some of the platform's foremost voices. The interactive campaign encouraged brand fans to send in their tips for preparing McCain's frozen fries with a variety of fresh produce ingredients and succeeded in cultivating a natural community of peers in the process.
An important tool for brands to connect their fans, such recipe sharing campaigns are likely to only become a larger part of the branded content experience.
21 Recipe Sharing Campaigns
From Crowdsourced Potato Chip Cookbooks to Easter Flavor Previews:
Rebecca Byers — Apr 6, 2016 — Lifestyle
21
Broccoli Sampling Booths
Tenderstem's #GetTenderTonight Campaign Shares a Taste of Vegetables
20
Experimental Snack Brand Pop-Ups
Snack Brand Ryvita Will Launch an Experiential Pop-Up Cafe
19
Easter Brunch Flavor Events
This McCormick Easter Preview Was Hosted by Blogger Gaby Dalkin
18
Personalized Recipe Campaigns
Hellmann's Brasil Finds Recipes Based on What's in Your Fridge
17
Glossy Fashion Week Cookbooks
Grocery Retailer Metro Presented 'Style and Sustenance' at TFW
16
Collaborative Recipe Apps
The Chef'd Online Meal Store Teams with an App-Connected Recipe Guide
15
Margarine Culinary Pop-Ups
The Becel Blend Bar Highlights the Brand's Versatile Product Range
14
Modified Recipe Campaigns
The McCain #MODIFRY Campaign Encourages You to Get Creative
13
Complementary Cooking Academies
The Tesco Flame Academy Sets Up Shop in Store Parking Lots
12
Festive Cooking Playlists
Spotify and Philadelphia are Sharing Holiday Music Through a Quiz
11
Interactive Pork Campaigns
Quebec Hog Farmers' New Campaign Promotes the Versatility of Pork
10
Recipe Infographic Campaigns
Knorr Brazil Will Turn Your Family Recipe Into a Typographic Poster
9
Cook-Encouraging Campaigns
Nestle La Lechera and Pati Jinich Inspire Latina Moms to Create Recipes
8
Potato Chip Cookbooks
The Lay's Wavy Brand and Brit + Co Are Teaming Up with Pinterest
7
Thanksgiving App Campaigns
Epicurious Will Air a 'Three-Ingredient Thanksgiving' Series on Its App
6
Touring Hazelnut Trucks
The Nutella Truck Tour Serves the Nutty Chocolate Spread for Breakfast
5
Creative Sandwich Competitions
Jarsberg Cheese Called on Fans to Create an 'Impossible' Sandwhich
4
Livestreamed Cooking Classes
Dairy Farmers of Canada Set Up a Virtual YouTube Cooking Session
3
Familial Thanksgiving Ads
Loblaws' '#Welovefood' Campaign Created a Family-Specific Cookbook
2
Recipe-Laden Auto Campaigns
'Taste of Kia' Aims to Position the Brand Alongside Delicious Food
1
Satirical Cooking Shows
This Parody Video by CBC Shows a Chef's Relatable Cooking Technique
Related Ideas
Regionally Inspired Potato Chips
Lay's Flavor That Hits Home Drops Destination-Inspired Flavors
AI-Powered Recipe Tools
Hellmann's Meal Reveal Uses Artificial Intelligence to Fight Food Waste
Shareable Golden Biscuits
Nutella's #BiscuitsNBesties Celebrates Social Activity Groups
Sandwich-Inspired Potato Chips
Lay's Grilled Cheese & Tomato Soup Was Unveiled at BravoCon 2023
Emotive Fried Chicken Campaigns
KFC's Enjoy, It's Beautiful Captures Expressions While Eating
Spelling-Error Campaigns
Jimmy Dean's Breakfast Ads Help Child Literacy with Misspelling Scramble
Air Fryer-Approved Frozen Fries
The McCain Air Fryer Range is Recommended by Ninja
Meal-Inspired Popcorn Snacks
Gousto's Popcorn Line Captures the Flavors or Curry, Roasts & Pizza
AI-Generated Soup Can Art
The Campbell’s 'pAIntings' Initiative is Inspired by Artistic Greats
Fast Food-Inspired Beachy Campaigns
Leo Burnett Italia Unveils a New Summery McDonald's Campaign
Fake Ketchup Campaigns
This Heinz Campaign Exposes "Ketchup Fraud"
Convention-Challenging AC Campaigns
Samsung's WindFree Ad Stars a Savvy Grandma-Fluencer
Coded Snack Campaigns
Takis is Launching at Aldi in the UK with Drop Codes
Chip-Created Mashed Potatoes
The Lay's Potato Chip to Potato Dish Kit Shares a Viral Recipe Hack
Gen Alpha Marketing Campaigns
Claire's is Targeting TikTok Growth for its Latest Ads Spending
Cinematic Fashion Campaigns
Norse Projects Partners with Mikkel Karstad for Its New Campaign
Diet-Friendly Recipe Generators
MealPractice is a Custom-Tailored Recipe App Powered by AI
Co-Browsing Shopping Platforms
buywith's Next Gen Co-Browsing Patent Helps Customers Shop Together
Healthful Spicy Recipes
MyFitnessPal and Tabasco Created a Co-Branded Recipe Collection
Architecture-Inspired QSR Ads
This New McDonald’s Campaign Encourages Eating at Home
Film-Themed Cookbooks
A24's Scrounging Cookbook Takes Cues from Unusual Movie Meals
Authentic Mediterranean Food Brands
Wildfare Celebrates Mediterranean Flavors and Traditions
Suggestive Spread Campaigns
The Marmite First Timers Campaign Targets Gen Z
Slow-Cooking Recipe Campaigns
Troy-Bilt's Low, Slow, & Mow Recipes Free Up Time for Yardwork
Inspiring Multi-Shop Pop-Ups
Pinterest's Possibility Place Immerses Guests in Inspiration
CPG-Inspired Ice Creams
The Ice Cream Project by Anya Hindmarch Features Flavors Like Frozen Peas
Smart Shopping Cart Ads
Instacart Unveiled Ads for Its AI-Powered Caper Carts
AI-Powered QSR Campaigns
allplants Leverages AI To Transforms Fast-Food Ads
Confetti-Filled Snacking Commercials
Frito-Lay Launches the Taste of Super Bowl Campaign
Gen Z-Focused Coachella Campaigns
Pinterest Partners With Coachella to Connect With Gen Z
Vegetable Power-Up Campaigns
#ModTheVeg by Knorr Makes In-Game Veggies More Rewarding for Players
Illusory Fry Billboards
KFC is Promoting Its Fing Fing Cajun Chips with a Clever Billboard
Exclusive Date Night Recipes
HelloFresh & Tinder Launched Date Night Delights Recipes for Couples
Scannable Snack Charity Campaigns
This Pringles Movember Campaign Updates the Brand's Mascot
Fancy Food Contests
Popeyes is Enticing Gen Z Aboard Its "Yachtsteraunt"
Spice-Forward Kettle Chips
These New Kettle Chips Flavors Respond to Consumer Demand
Travel-Focused Marketing Guides
TikTok Debuts a Playbook for Travel Marketers to Foster Engagement
Micro-Influencer Marketing Services
SCREENSHOT Micro Boost Refines the Brand-Creator Experience
Scented Fast Food Billboards
McDonald's Set Up a French Fry-Scented Billboard
AI-Generated Avocado Recipes
Avocados from Mexico Creates Guacamole Recipes with a New AI Tool
Nostalgic Flavor Campaigns
Knorr Introduces the Taste of Home Campaign
AI-Powered Culinary Platforms
Be My Chef is a Culinary AI Companion for Custom Recipes
AI-Assisted Cooking Partnerships
Unilever and Be My Eyes Partnered to Support Shoppers
Meme-Inspired Sauces
Heinz's Limited-Edition Sauce Drops Revisit Fleeting Moments of Fame
Culinary Brand Packaging Redesigns
Mousline Partnered with Marks Design on Vibrant New Packages
Integrated Influencer Marketing Platforms
SocialTalk Helps Users Discover, Track, and Connect
Festive Savory Snack Ads
Frito Lay Canada is Encouraging Canadians to Leave Out Chips for Santa
Indigenous Jam Spreads
Tradish by Chef Sarah Meconse Mierau References Indigenous Plant Medicine
Sustainable French Fry Menus
McCain Foods and A&W Team Up to Promote Regenerative Farming
AI-Powered Recipe Platforms
'cookAIfood' is a Platform for Generating and Sharing AI-Made Recipes
Homemade Food Delivery Partnerships
Grocer Sobeys Partners with Homemade Food Marketplace Cookin
Regeneratively Farmed Frozen Fries
McCain Naked Oven Chips are Made with Two Ingredients
Food Pairing Soda Campaigns
The 'Better with Pepsi Max' Campaign Depicts Elevated Experiences
Complimentary Spice Grocer Campaigns
Sainsbury's Seasonings Shuttle Service Provides Free Spices
Product Exploration Retailer Tools
These New Instacart Discovery Tools Connect Brands to Retailers
Soccer Star Chip Campaigns
Lay's x Messi Chip Bags are Arriving for Soccer Season
Motivational Breakfast Ccampaigns
Quaker Canada Introduces '100 Reasons to Rise'
Fry Lover Travel Campaigns
McDonald's Frequent Fryer Program Lets You Try International Fries
Ketchup Obsession Campaigns
'It Has to Be Heinz' Spotlights Fans' Intense Love of Heinz Products
Virally Inspired Frozen Entrees
Counter Creates Macro-Balanced Frozen Foods with Content Creators
Chicken Sharing Contracts
McDonald’s Launched the "Pre-Nug Agreement" for Friends & Partners
Carefree Ice Cream Campaigns
The Häagen-Dazs x Pierre Hermé Campaign is Celebratory
Student-Friendly Digital Cookbooks
Cookin’ Somethin’ for College Shares User-Friendly Recipes
Candid Celebration Campaigns
Edible's "There's an edible for That" Celebrates Even Awkward Moments
Swipable Curated Ad Inspiration
Swipify Lets Users Swipe Through the Latest Ad Campaigns
QSR Collaborative Game Ventures
KFC and The Legend of Zelda Join on the Recipe Run Project
Immersive Digital Experiences
Kraft and Nexus Studios Join on the Immersive Mayoverse
Influencer Snack Bar Campaigns
Nature Valley Launches a Social-Oriented Digital Marketing Campaign
Yeast Spread Snack Chips
Marmite Crisps are Instantly Recognizable on Store Shelves
Summertime Americana Chip Branding
The Pringles Fourth of July Branding is Patriotic
Spicy Virtual Restaurants
The Hot Ones Pop-Up Restaurant Puts Taste Buds to the Test
Chip-Crusted Tenders
Lay's is Sharing a "Marry Me" Meal Recipe Using Its Sweet and Spicy Chips
Conversational Campaign Creators
Creating Google Ads Campaigns is Simpler with AI Chat Features
Artist-Designed Blenders
magic bullet's Artist-Designed Wraps Champion Creativity & Expression
Senior-Focused Meal Kit Campaigns
Parsley Box is Emphasizing its Value to the Stay-at-Home Family
Community-Supporting Business Models
Ben & Jerry's' 'Linked Prosperity' Model Drives Positivity
Creator-Celebrating Campaigns
The Frito-Lay My Joy Campaign Celebrates Creators of All Backgrounds
Themed Heart-Shaped Chips
Japanese Snack Brand Calbee Unviels its Valentine's Day Chips
Restaurant-Inspired Snack Chips
McCoy’s Epic Eats Snack Crisps Now Come in Two New Flavors
Digital-First Kitchen Collections
So Yummy by bella Products Come with Access to 100+ Recipes
BBQ-Themed Soy Sauce Campaigns
The Kikkoman 'Fire Up the Umami' Campaign Encourages Creativity
AI-Powered Food Platforms
Samsung Food Offers Access to Recipes and More
Australian Yogurt Campaigns
Yoplait Launches a New Platform and Marketing Campaign with AJF
Influencer-Backed Butter Boards
Checkoff’s ‘Dairy Dream Team’ Creates a Viral Butter Board
Digital QSR-Backed Cookbooks
Chick-fil-A Unveils a Cookbook to Support its Shared Table Program
Short-Form Foodie Feeds
Uber Eats is Testing Out a New Vertical Feed Like TikTok and Instagram
Flame-Grilled Billboards
This Fiery Billboard Promotes the Flame Grilled Whopper-Flavored Doritos
Arthritis-Friendly Cooking Platforms
Recetas Nestlé Launches a New Platform with Inclusive Recipes
Dressing-Inspired Potato Chips
Sweetgreen is Joining the Snacking Space with Ranch Potato Chips
Collaboration At-Home Meal Recipes
Home Chef and Delish Partnered on a New Range of Recipes
First-Taste Burger Boxes
McSpicy x Frank's RedHot Released "the Hottest Drop"
Snacker Recruitment Campaigns
Daiya's Pizza Pyramid Scheme Invites People to Recruit Their Friends
Slow-Baked Potato Products
McCain Baby Hasselbacks Come with Flavor Sachets
Personal Style Jewelry Campaigns
RS Pure's #Authentic100 Shares the Styles of 100 Influencers
Hilarious Fandom Cheese Campaigns
Beecher’s Handmade Cheese Launches First-Ever Paid Ad Campaign
Food-Saving Recipe Generators
Recipe Generator is a Personalized Cooking Companion
Personalized Grocery Billboard Campaigns
Tesco Ireland Gets a New Live-Prompt Campaign
All-Organic Potato Chips
Humble Potato Chips are Packaged in 100% Compostable Bags
Film Partnership Snack Campaigns
Ruffles and Fast X Partnered on a New Campaign
Friendship Cream Cheese Campaigns
The 'You’ve Got a Friend in Philly' Campaign is Charming
Interactive AR Galleries
Chips Ahoy's Happy By Design Campaign Spotlights Multicultural Artists
Hand-Embroidered Recipe Sweaters
Creamette is Mashing Up Family Recipes and Festive Sweaters
Search-Hacking Campaigns
Kraft Real Mayo's Search Moist Campaign Suggested a Word of the Year
Traditional Latin Dinner Campaigns
Rémy Martin Launches a New Campaign for Hispanic Heritage Month
Promotional Influencer Videos
Activision Recruits Multiple Creators to Appeal to Gen Z Consumers
Cranberry Season Campaigns
Ocean Spray's How You Cran Celebrates a Favorite Holiday Flavor
Passion-Sharing List Platforms
MyLikes Helps Users Share What They Enjoy with Curated Lists
AR Voter Campaigns
Snapchat & the Dutch Ministry Engaged and Inspired Gen Z Voters
Review-Based Marketing Campaigns
These Amazon Campaigns Bring Real Reviews To Life
Sitcom-Style Thanksgiving Campaigns
Whipshots & Patti’s Good Life Teamed Up to Make New Traditions
Italian-Inspired Potato Chips
The Saucy Ladies' Makes Globally Inspired Kettle Cooked Potato Chips
Social Media-Inspired Bakery Menus
The Panera Roman Empire Menu Follows the Viral TikTok Hashtag
Plant-Based QSR Campaigns
Burger King's Confusing Times Campaign is Made with DAVID Madrid
Playful Dating Experiment Campaigns
Kraft's Swipe Right for Mayo Campaign Social Experiment
Social Sun Care Challenges
Cosrx's #LayerYourSPF Campaign Reached Milestone Views on TikTok
Underrepresented Artist Snack Branding
The New SunChips Art Seen Packaging Celebrates 2023 Winners
Cooking Show Rewards Promotions
tcc Global Created a MasterChef-Themed Loyalty Rewards Promotions
Promotional Ramen Campaigns
Nongshim Creates a Dance Challenge to Promote its New Ramen Products
Plant-Based Camping Meals
Michelin-Trained Chefs Launched Poe & Co. Folk Foods
Influencer Flexitarian Campaigns
Violife Launched an Influencer Campaign Aimed at Flexitarians
Private Influencer Social Groups
CNDO Offers Private Social Rooms for Influencers and Their Fans
Comforting Oat Bar Ads
Humanaut Launches a Campaign for Bobo's, Highlighting Home-Baked Taste
Savory Salt-Free Seasonings
McCormick and Tabitha Brown Created New Seasonings & Seasoning Mixes
Cocktail-Inspired Togetherness Activations
Smirnoff's Global Connectivity Initiative Launched
Personalized Recipe Creation Platforms
'I Have Salt' Uses AI to Help Craft the Perfect Dish
Food-Focused Travel Guide Platforms
'FoodieTrip' Connects Hungry Travelers to Experienced Guides
Private Label Holiday Products
Sprouts Brand Holiday Items Have a Better-for-You Formula
Culinary Sauce Websites
Spicin Foods Launches a New Website for E-Commerce Sales and Resources
Livestream-Enabled Food Vouchers
Twitch Teams Up with Capcom for the Launch of Street Fighter 6
Purchasable Grocer Recipe Platforms
IGA Family Meals Made Easy Recipe Platform is Inspirational
Chef-Approved Meal Deliveries
Home Chef and Monique Volz Partnered for New Recipes
Urban Communal Dining Events
Toronto's Weekly Communal Table Program is Hosted Under a Highway
Hot Sauce Branding Campaigns
Taco Bell is Letting Consumers Vote for Hot Sauce Sayings
Effortless Recipe Management Tools
Umami Streamlines Recipes and Sparks Creativity
Exclusive Collab Spreads
The Tasty x PopUp Bagels Collab Shares a Trio of Limited-Time Shmears
Food-Based Video Platforms
FoodVid Describes Itself as "The TikTok for Food"
Streamlined Meal Planning Apps
Foodpot Helps with Meal Planning and Recipe Discovery
Parent-Focused TV Campaigns
NatureFresh's TV Campaign Explores How Active Parenting Benefits Kids
Festive Chip Campaigns
KETTLE Chips' Christmas Campaign Features 24 Days of Prizes
Personalized Content Discovery Tools
Bread Allows Users To Discover Social Content and Save it