Video meals community Tastemade along with Kellogg’s Corn Flakes have launched a marketing campaign and competitors, “Baking a Distinction.” The marketing campaign requires 5 bakers to compete for the very best vacation cookie recipe, a part of the media firm’s objective to encourage its audiences to take motion from its content material.
For the competitors, 5 bakeries throughout the U.S. have been picked to compete for the very best cookie recipe, incorporating Kellogg’s Corn Flakes.
Collaborating bakeries embrace Fats and Flour from Los Angeles, CA, The Candy Boutique from Houston, TX, Large Fats Cookie in Chicago, Il, Crust Vegan Bakery from Philadelphia, PA and Sugar Shane’s from Atlanta, GA. In accordance with Tastemade head of accomplice expertise and operations Al Hawes, Tastemade prioritized choosing minority or women-owned bakeries.
“We imagine that manufacturers must transcend promoting and encourage individuals to take motion,” Hawes mentioned, including that audiences look to Tastemade’s content material to strive one thing new, with 80% of Tastemade’s streaming viewers attempting a number of of its recipes.
The marketing campaign highlighting the bakeries and the competitors is at present dwell throughout social platforms comparable to TikTok and Instagram, together with the social channels of Kellogg’s and Tastemade.
The most effective recipe shall be judged by RuPaul’s Drag Race choose Ross Mathews in a brief video produced by Tastemade, the winner may also get $10,000 to donate to a charity of selection, and TikTok creators shall be challenged to make use of the recipe.
The video, showcasing all 5 cookies and asserting the winner of the Corn Flakes Vacation Cookie Sleigh competitors, shall be launched in late December. Media company Starcom, which has Kellogg’s as a shopper within the U.S., labored on the marketing campaign.
“With the economic system being the best way it’s, there’s an actual concentrate on ensuring you’re reaching the best viewers, the viewers that’s going to take motion towards your messaging and the place it’s not about promoting however truly about inspiring,” Hawes instructed Adweek.
That is the primary time Tastemade has labored with Kellogg’s, it’s additionally the primary time the media firm has run a vacation bake-off competitors.
“Every time we will mix head, coronary heart and soul, we discover that we will actually resonate with our viewers,” Hawes mentioned. “That’s actually the Tastemade distinction.”
Final month, Tastemade launched a brand new streaming channel, Tastemade Dwelling, geared in the direction of owners and renters. Adweek reported it noticed a greater than 80% year-over-year enhance in views and engagement in its dwelling social channels. At present, Tastemade has greater than 300 million month-to-month viewers on digital, cellular and streaming TV and 700 million minutes of its content material is watched every month, in line with the corporate.
