# Grocer-Branded Recipe Tutorials Shoprite's Chef-Hosted Recipe Segments Are Featured on YouTube By Jana Pijak | Published 2019-01-17 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/recipe-tutorials References: [youtube](https://www.youtube.com/watch?v=cyZKE7y-I6s) & [shoprite.co.za](https://www.shoprite.co.za/recipes/all-recipes/sunday-peach-and-passion-fruit-trifle.html) Teaming up with The Lazy Makoti's cookbook author and [Instagram](https://www.trendhunter.com/trends/sunshine-seasoning) influencer Mogau Seshoene, South African grocery chain [Shoprite](https://www.trendhunter.com/trends/shoprite) recently launched a series of recipe tutorials that share simple and tasty meal ideas featuring the retailer's products. The series of branded [YouTube](https://www.trendhunter.com/trends/shoppable-video-ad) recipe tutorials includes savory meal ideas like Baked Honey Mustard Chicken and Corned Beef Skewers along with desserts like Sunday Peach and Passion Fruit Trifle and Summer Berry Tart. In addition to its short and straight-forward video series on YouTube, Shoprite links each of its engaging videos to in-depth recipes on its website. Appealing to a Millennial audience as well as young families, the retailer teams up with a renowned food influencer -- The Lazy Makoti's cookbook author Mogau Seshoene -- to create content that is engaging and inspiring to its target demographic. ## Trend Insights (Trend Hunter) - Score: 2.2/10 - Popularity: 9% | Activity: 48% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### Key Themes Behind This Trend - **Branded Recipe Tutorials:** More grocery chains and retailers will launch their own branded recipe tutorial series featuring their products and ingredients. - **Influencer Collaborations:** More brands will team up with renowned food influencers to create engaging and inspiring content for their target demographic. - **Short-form Video Content:** The popularity of short and straight-forward recipe video series will increase as more people turn to social media and digital platforms for quick and easy meal ideas. ### Where This Applies - **Grocery:** More grocery chains will invest in digital and social media marketing strategies, creating engaging and inspiring content to reach a wider audience. - **Food Influencers:** As more brands team up with food influencers, there will be increased opportunities for influencers to monetize their skills and expertise through collaborations and partnerships. - **Video Production:** The demand for short and engaging recipe tutorial videos will increase, creating opportunities for video production companies and independent creators to offer their services to brands and retailers. ## Related on Trend Hunter - [Recipe Sharing Platforms](https://www.trendhunter.com/trends/shoppable-recipe.md) - [Purchasable Grocer Recipe Platforms](https://www.trendhunter.com/trends/family-meals-made-easy-recipe-platform.md) - [Content-Based Shopping Experiences](https://www.trendhunter.com/trends/recipe-hub.md) - [Shoppable Recipe Collaborations](https://www.trendhunter.com/trends/aldify.md) - [Culinary Tradition Food Campaigns](https://www.trendhunter.com/trends/merchant-gourmet-yes-chef-campaign.md) - [Kid-Friendly Recipe Campaigns](https://www.trendhunter.com/trends/kid-friendly-recipe.md) - [Shoppable CPG Ads](https://www.trendhunter.com/trends/shoppable-video-ad.md) - [Collaborative Digital Cooking Series](https://www.trendhunter.com/trends/taste-of-home.md) - [Value-Focused Cooking Campaigns](https://www.trendhunter.com/trends/great-value-with-grace.md)