'Plated' is an online meal delivery service that brings fresh ingredients and corresponding recipes to their customers' doorsteps.
To advertise its services through personal experience, Plated built an open-concept kitchen in a trailer that will be driven across the USA. This kitchen-camper will travel to nine different cities including Chicago, Boston and New York City, inviting people to enter and make a home-cooked meal with executive chef Elana Karp.
The purpose of this campaign is to renew the joy of cooking and increase interest in Plated's meal delivery services. Home-cooking has become less common in the past few decades with busier schedules and more takeout alternatives. However, a recent survey discovered that Millennials are returning to the kitchen and that 30 million people enjoy cooking a meal for themselves at least once a week.
Why This Trend Is Growing
- Mobile Kitchen Experiences
- Companies can offer unique experiential marketing campaigns by creating mobile kitchens that allow customers to engage with their product or service in a memorable and interactive way.
- Meal Delivery Services
- Meal delivery services can innovate their marketing strategy by incorporating experiential marketing, such as a mobile kitchen, to offer potential customers a hands-on experience with their product.
- Home Cooking Resurgence
- The renewed interest in home cooking among Millennials provides an opportunity for meal delivery services to offer cooking classes, promote their fresh ingredients, and foster a sense of community around cooking and eating meals together.
Industries Being Reshaped
- Food Delivery Services
- Companies in the food delivery industry can create mobile pop-up experiences to draw in potential customers and offer a unique selling point that sets them apart from competitors.
- Branded Experiential Marketing
- Creating mobile kitchens or other experiential marketing campaigns can provide companies with a memorable way to promote their brand and attract new customers.
- Cooking Education
- With the renewed interest in home cooking, businesses focused on cooking classes and education can leverage this trend to promote their services and attract new customers.
