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.
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.
We uncovered some hidden truths and secret weapons about the brand, which became cornerstones of the communication moving forward.