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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 5.1

Popularity

Activity

Freshness

Megatrends

Patterns

6 Examples, 53 Related: 125,664 Total Clicks

Date Range: Jun 14 - Dec 16

Trending: This Year and Mild

Consumer Insight Topics: Marketing Lifestyle Food Health Branding

Featured Examples

Personalized Recipe Campaigns - Hellmann's Brasil Finds Recipes Based on What's in Your Fridge

SCORE 6.2

Warm 1,427 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 5.2

Warm 1,526 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 3.7

Mild 8,394 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 2.7

Mild 320 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]

SCORE 2.7

Mild 603 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]

Festive Leftover Campaigns - Branston's Leftovers Day Campaign Focuses on Flavorful Boxing Day Meals

SCORE 2.8

This Year and Mild 114 Clicks Pub: Dec 24, 16

Festive Leftover Campaigns

Branston's Leftovers Day Campaign Focuses on Flavorful Boxing Day Meals

British food brand Branston launched a ‘Leftovers Day’ campaign for the holiday season, which puts a focus on how exciting the remains of Christmas leftovers can be on Boxing Day when... [More]