# Culinary Community Brands engage consumers with recipe-driven social campaigns. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Jun 16, 2015 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/culinary-community ## Key Figures - Trend score: 2.9/10 - Evidence articles: 6 ## What is the Culinary Community trend? **Culinary Community:** 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Jun 23, 2014 to Dec 24, 2016 - Published: Jun 16, 2015 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Instant Entrepreneurship](https://www.trendhunter.com/megatrend/instant-entrepreneurship), [Prosumerism](https://www.trendhunter.com/megatrend/prosumerism), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe ## Themes within the Culinary Community trend ### Modified Recipe Campaigns Encourage consumers to modify indulgent food products into everyday, health-conscious recipes through social campaigns such as Hellmann's ReciTweet and McCain's #MODIFRY. ### Infographic Recipe Campaigns Brands like Knorr transform handwritten family recipes into beautifully designed infographics to create shareable content and showcase their products using social media. ### Meal Kit Delivery Services Companies such as The New York Times are teaming up with chefs and food journalists to offer healthy meal kits, responding to a growing demand for convenient meal prep solutions. ## What the Culinary Community trend means for industry ### For Food and Consumer Goods Industries such as the food and consumer goods ones can innovate by engaging the community and their brand's consumers to incorporate their products into everyday practices and choices. ### For Technology and DIY Remixing DIY culture for the food industry, brands like Brit + Co and Hellmann's use technology such as social media platforms to encourage personalized and creative serving and consumption of food. ### For Media and Journalism The meal kit delivery industry can disrupt and innovate the traditional media value chain by tapping into the vast knowledge of food journalists and sourcing content from their archives. ## Workshop question What can you do to put the voice of the consumer front-and-center in your branding? ## Trend signals for Culinary Community Trend score 2.9 out of 10, from popularity 45%, activity 35%, freshness 8%. - Popularity: 45% - Activity: 35% - Freshness: 8% ## Examples of the Culinary Community trend 6 featured examples from Jun 23, 2014 to Dec 24, 2016. - [Personalized Recipe Campaigns](https://www.trendhunter.com/trends/hellmanns-brasil): Hellmann's Brasil Finds Recipes Based on What's in Your Fridge (Category: Lifestyle) Implication: The food and beverage industry has an opportunity to leverage personalized recipe campaigns to engage consumers and promote their products. - [Modified Recipe Campaigns](https://www.trendhunter.com/trends/mccain): The McCain #MODIFRY Campaign Encourages You to Get Creative (Category: Marketing) Implication: Food and beverage companies can launch campaigns to promote their convenience foods and create innovative recipe ideas. - [Recipe Infographic Campaigns](https://www.trendhunter.com/trends/family-recipe): Knorr Brazil Will Turn Your Family Recipe Into a Typographic Poster (Category: Lifestyle) Implication: The success of Knorr Brazil's campaign presents an opportunity for food industry players to expand their market share and engage with consumers through interactive recipe-centered… - [Newspaper-Branded Meal Kits](https://www.trendhunter.com/trends/meal-kits): The New York Times is Teaming Up with Chef'd to Offer New Recipe Kits (Category: Lifestyle) Implication: Newspapers partnering with meal kit subscription services provide opportunities for publications to offer their readers a new service while generating new revenue streams. - [Potato Chip Cookbooks](https://www.trendhunter.com/trends/lays-wavy): The Lay's Wavy Brand and Brit + Co Are Teaming Up with Pinterest (Category: Lifestyle) Implication: Fast food-based F&B brands can bring innovations to their menu/products with new flavor combinations. - [Festive Leftover Campaigns](https://www.trendhunter.com/trends/branston): Branston's Leftovers Day Campaign Focuses on Flavorful Boxing Day Meals (Category: Lifestyle) Implication: Opportunity for food brands to develop innovative products and campaigns that promote creative uses of leftovers and reduce food waste. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)