Interactions Marketing SRL - Not another cooking school

Category: Best Social Media Campaign

Client: Macromex / Edenia

Year / Domain / Status: 2015 / Food / Participant

Strategy description:

PROBLEM: Of course that any vegetable picked straight from the garden is the freshest ingredient you can get. But the vegetables you are buying from the hypermarket are not picked from the garden yesterday. Frozen foods means that the vegetables are frozen in less than a day after they were picked, making them actually a more nutritios and fresher alternative to hypermarket vegetables. INSIGHTS: Cooking is trendy on Facebook. Everyone loves to show-off their culinary creations. Very important to notice: most of this wave was actually triggered by the first Master Chef show. Everyone would like to cook at home. But for those with a difficult day job and little time to spare in the evening, it might be difficult to find time to cook. The most boring part in cooking is peeling and slicing vegetables. This activities can take up to 60% of the total effort. STRATEGY: We selected two of the main protagonists of the first Master Chef edition (Bogdan Alexandrescu and D'Artagnan) and asked them to show our Facebook fans that cooking can be easy, fun, sweat-free and classy if you have the right partner to save you time and effort.

Execution:

We created Edenia - Not another cooking school (Edenia, Scoala de gatit altfel) in the form of an one month Facebook program (a Social Cooking School). The two chefs presented fancy recipes that could be cooked using frozen foods in no more than 30 minutes. Diplomas were awarded for the most dilligent students. This way the "Minus is the new Plus" concept was perfectly illustrated: the minus in your freezer turns into many pluses: nutrients, skills, easiness to create fancy dishes. Media used: - only Facebook

Case visual: