#GetCookingWithUs

Del Monte Kitchenomics

An impactful social media campaign to make cooking more enjoyable for Filipino home cooks.

Silver for Best Social Amplification

Brief

To build quality relationships and engagement by fostering a new Del Monte Kitchenomics community, also to modernise Del Monte Kitchenomics and reinforce its credibility as the tried-and-true kitchen expert.

Solution

Initiating #GetCookingWithUs campaign. Taking inspiration from the social trend “Get Ready With Me,” #GetCookingWithUs is an invitation that rallies modern-day home cooks wherever they may be in their cooking journey. It’s also the brand’s way of speaking the language of modern-day home cooks—to let them know that their invisible labor, both their struggles and success in the kitchen, are seen and heard.

What we did

We devised an impactful, three-course, social amplification strategy:

1. Igniting the Del Monte Kitchenomics community once again—from offline to online.

2. Partnering with a brand ambassador that resonates with the new generation of home cooks.

3. Serving up need-based tips and recipes that address the questions and concerns of modern-day home cooks.

Happy beautiful chinese women friends bonding at home and cooking delicious meal together- Playful asian female adults meeting and having fun at home, concepts about domestic life and friendship

Results

The #GetCookingWithUs campaign effectively combined creative social media strategy, influencer marketing, and community-building to achieve Del Monte Kitchenomics’ objectives. The results showcase a significant return on investment through earned media value, extensive media reach, and audience engagement. The campaign serves as a benchmark for successful brand building and community creation within the social media landscape, making it a strong contender. We received 53.9M total media reach, 2.2M total PR reach, 7,462 hashtag public mentions, 176% increase in ad recall, and 433% action intent generated.

In just a few months, #GetCookingWithUs got the attention of news outfits online and offline like Philstar and Lifestyle Inquirer, and even featured on national television by a popular news channel in the Philippines (GMA). But the real success on our plate is getting modern-day Filipino home cooks to be part of the Del Monte Kitchenomics online community—a satisfying win that meets the brand’s two key objectives of building quality relationships and engagement by fostering a stronger Del Monte Kitchenomics community and modernizing it to reinforce its credibility as the tried-and-true kitchen expert.