With social distancing and isolation highlighting the importance of connectedness, brands around the world are releasing recipes for some of their favourite products in order to lift the moods of those at home.
With home baking on the rise, the timing of such efforts couldn’t be more relevant, and companies have taken to social media to announce and share their secret (or at least home cooking adapted) recipes. Here are three recipes released by big brands and how they've been marketing their efforts through digital media.
1. Arnotts' Monte Carlo Recipe
On the 24 of April this year Arnott's revealed their Monte Carlo recipe on their website, alongside the instagram post below. The campaign is designed to help maintain warmth and connected in times of isolation whereby families can come together to bake some of their beloved biscuit favourites at home. The post was finished with #BakeTogether and #thereisnosubstitute
2. Ikea Swedish Meatballs
Ikea revealed the recipe for their fan favourite Swedish meatballs, in a very "on brand" post to instagram
3. McDonalds Egg McMuffins
With a plethora of McMuffin fans making the fan favourite menu item at home, McDonalds UK released the recipe card for its famous Egg McMuffins to the delight of customers at home.
Secrets' out: why this is marketing at it's finest
With everyone at home in isolation, brands are putting in an increasing effort to not only connect, but show understanding and compassion for the current situation faced by consumers, whether it's missing their favourite take away breakfast or connecting with family over cooking.
Revealing the "secret" behind a fan favourite product is a brilliant marketing technique, if it is done selectively and in moderation of course. With the right timing, the hype and reach from such activities can be extensive and rewarding.
Digital marketing and social media allow for the rapid communication and spread of marketing activities and related news. The novelty of such brand activities is powerful for sparking engagement and interest from consumers, and digital marketing plays an important role in communicating such activities and targeting relevant audiences to spread the word.
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