# Recipe-Laden Auto Campaigns 'Taste of Kia' Aims to Position the Brand Alongside Delicious Food By Rahul Kalvapalle | Published 2015-08-26 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/taste-of-kia References: [kia](http://www.kia.com/worldwide/about-kia/brand/multi-sensory/sound.aspx) & [kia](http://www.kia.com/worldwide/about-kia/brand/multi-sensory/sound.aspx) Taste of [Kia](https://www.trendhunter.com/trends/2027-telluride-suv) is a [multi-sensory experience](https://www.trendhunter.com/trends/hurts-real-good) that was created to project the Korean automaker's brand in a manner that transcends the usual auto-speak and jargon. The project is the result of a collaboration between Kia and world-renowned [Michelin](https://www.trendhunter.com/trends/road-and-beyond) star-winning chef Jean-Georges Vongerichten and his wife Marja. Vongerichten says the collaboration is a natural fit because Kia's taste is approachable but luxurious, and is also young and energetic -- characteristics he considers important in his food. Taste of Kia invites people to try and put together these recipes that are both approachable but absolutely luxurious, indulgent and eye-catching. The recipes include outdoor favorites such as succulent lobster sliders and mouthwatering grilled chicken skewers as well as signature recipes like beef tenderloin with Gochujang-butter sauce. ## Trend Insights (Trend Hunter) - Score: 0.5/10 - Popularity: 4% | Activity: 3% | 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) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### What's Driving This Trend - **Multi-sensory Branding:** Auto companies can collaborate with the food industry to create multi-sensory experiences that transcend auto-speak and jargon. - **Luxurious Yet Approachable:** Brands can create a luxurious yet approachable image through collaborations that highlight characteristics such as energy and indulgence. - **Signature Recipes:** Highlighting signature recipes in marketing campaigns can help differentiate a brand and create a unique image. ### Who This Affects Most - **Automotive:** Auto companies can collaborate with the food industry to create multi-sensory experiences that resonate with consumers and improve brand positioning. - **Food & Beverage:** Collaborating with brands in other industries, such as automotive, can help food and beverage companies reach new audiences and create unique marketing opportunities. - **Marketing & Advertising:** Using collaborations and multi-sensory experiences can set brands apart from their competitors and create disruptive innovation opportunities in the marketing and advertising industries. ## Related on Trend Hunter - [Creative Culinary Campaigns](https://www.trendhunter.com/trends/cook-different.md) - [Automobile Brand Hot Sauces](https://www.trendhunter.com/trends/cayenne-taste-drive.md) - [Slow-Cooking Recipe Campaigns](https://www.trendhunter.com/trends/low-slow-mow.md) - [Adventurous Restaurant Promotions](https://www.trendhunter.com/trends/wings-to-korea.md) - [Asian Cuisine-Celebrating Global Campaigns](https://www.trendhunter.com/trends/lee-kum-kee1.md) - [Pop-Up Test Kitchens](https://www.trendhunter.com/trends/pop-up-test-kitchen.md) - [Dynamic Auto Marketing Campaigns](https://www.trendhunter.com/trends/auto-marketing-campaign.md) - [Nostalgic Flavor Campaigns](https://www.trendhunter.com/trends/taste-of-home-campaign.md) - [New Year-Focused Car Campaigns](https://www.trendhunter.com/trends/2027-telluride-suv.md)