Reclaim the Kitchen
We collaborated on a website with that [Reclaim the Kitchen] theme and a simple audience directive: Just cook.
Our client Wolf, maker of distinguished kitchen and cooking equipment, was keen to reverse a trend that has seen less than half of our meals being prepared at home these days. It was time to “Reclaim the Kitchen.”
So we collaborated on a website with that theme and a simple audience directive: Just cook. Start with one fresh meal a week. Enjoy the cooking process. Gather the family. Savor the meal. Go from there.
Was it easy? No. Rewarding? Yes!
And the results were tasty:
- The site had 1.2 million views in three months and 3 million earned media impressions for the “cause” – and mentions in nearly 200 articles. Socially, thousands of likes, shares, and comments (including personal stories and inspirational messages) were posted.
- Qualitative and quantitative research showed Wolf received credit for the communication and was seen as a brand that cares about good food, cooking, and family.
- Wolf was also appreciated for sharing its philosophy instead of pushing products, and 89 percent of people surveyed felt they would consider Wolf when in the market for a future kitchen remodel or new home. Just as important: 70 percent of respondents also were persuaded to make more meals at home. Hmmm. You mean…Reclaim the Kitchen?