![](https://static.wixstatic.com/media/72eb52_51e86af99aeb44f6a7fa2fc5ca7bcce5~mv2_d_5068_3379_s_4_2.jpg/v1/fill/w_120,h_80,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/72eb52_51e86af99aeb44f6a7fa2fc5ca7bcce5~mv2_d_5068_3379_s_4_2.jpg)
Inspiring Creative Communication
The Challenge
Our client was looking for a way to leverage fresh, innovative recipe solutions from real consumers as a key component of a new online communications strategy. We were asked to engage consumers in a creative research exercise to bring out their best recipes, inspire new ones, and shed some light on how consumers really use their product.
![Lamb shanks on a bed of vegetables](https://static.wixstatic.com/media/72eb52_a3fa824d683c4d539783767789c4fc87~mv2_d_3541_5304_s_4_2.jpg/v1/fill/w_355,h_291,al_c,q_80,usm_0.66_1.00_0.01,enc_auto/beef-blur-chicken-323682.jpg)
How We Ran With It
This project was ripe for our Superstar Community – a national group of hyper-engaged, super-articulate consumers. We invited some of our best to participate in in-home research sessions that included a series of bake-offs, where respondents prepared and shared their established favorites and then ‘competed’ in teams to create original recipes inspired by group discussion.
![Oven mits pulling a casserole out of an oven](https://static.wixstatic.com/media/72eb52_ecb16d430fee427188ddf75e5f13e321~mv2_d_3872_2592_s_4_2.jpg/v1/fill/w_90,h_60,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/baking-cook-delicious-11415.jpg)
We uncovered some hidden truths and secret weapons about the brand, which became cornerstones of the communication moving forward.
The Finish Line
![Biriyani chicken on a bed of rice](https://static.wixstatic.com/media/72eb52_c33567ddf0bf4ec48f7b7be095fe57b8~mv2_d_3840_5760_s_4_2.jpg/v1/fill/w_47,h_71,al_c,q_80,usm_0.66_1.00_0.01,blur_2,enc_auto/biriyani-chicken-cooked-1624487.jpg)