Why is this work relevant for Brand Experience & Activation?

Our Shoppable Recipes campaign for Knorr enhanced the brand’s image as a provider of nutritious and delicious meal ideas. When COVID-19 hit, more Filipinos were staying home and cooking more. They were hungry for new meal ideas and we knew that many of them searched for recipe content online. So by providing easy-to-prepare recipes to the consumer on a superapp they use daily, we solved their problem of having to look for daily meal inspiration for their families. Plus, we even went one step further to help consumers shop and deliver instantly for the ingredients with auto-generated GrabMart shopping lists.

Background

When COVID-19 hit, more Filipinos were staying home and cooking their own meals. More than half of shoppers (55%) said they prepared meals and ate at home more often since the pandemic began. As they started spending more time in the kitchen, preparing three meals a day, there was a growing demand for quick and convenient meal ideas and recipes. Some consumers even reported facing meal prep fatigue, with 43% wanting to spend less time planning their meals. So it was the perfect time for Knorr to drive demand for its line of food products by marketing them as essential ingredients in simple but delicious, home-cooked dishes.

Describe the creative idea (20% of vote)

We knew that Filipino home cooks were searching for recipes online. So to not only help them in their search for meal prep ideas, but also take some hassle out of the grocery shopping part and simplify their journey to purchase, we launched a series of Knorr-inspired recipes, available only on the Grab superapp. While browsing the app or making bookings for daily necessities like rides and food deliveries, Grab users could explore these easy recipes and try them out instantly via auto-generated and bundled GrabMart shopping lists. They simply had to checkout and all the ingredients would be delivered to their doorstep.

Describe the strategy (20% of vote)

We targeted high-value users on GrabFood, especially those aged 25–34, including singles and young parents, particularly those who searched for or watched recipes content online. Then, we led them on a journey of discovery: starting from the Grab home screen, we tantalised them with delicious, Knorr-inspired meal recipes to encourage them to incorporate Knorr products into their everyday meals. Next, we made it super easy for them to try out these recipes, and go from mart to stove in a jiffy, by enabling instant purchase of all required ingredients for each recipe via auto-generated GrabMart shopping lists. We compressed the marketing funnel, building awareness and converting seamlessly in one campaign, while delivering a thoughtful consumer experience.

Describe the execution (30% of vote)

The campaign ran from 22 May to 11 July 2021 in the Philippines. We first ran eye-catching Native Image Ads at a prominent position on the Grab home screen, together with reassuring messaging: “Full Recipe Delivery”—to paint a picture of end-to-end convenience for the consumer. Users who clicked on the Native Image Ad would then see a range of Knorr-inspired recipe cards. They could click on individual recipe cards to explore further and view detailed cooking steps, and also shop the full recipe by clicking on it. This auto-generates a bundled shopping list with all the required ingredients for that recipe, including Knorr products. The user can then check out seamlessly and await an efficient delivery to start cooking.

List the results (30% of vote)

We achieved a total of 1,012,856 impressions and a whopping 9X increase in GMV after audience optimisations. The ad also saw 1.18% CTR among active users of GrabMart and other Grab services. Shoppable Recipes enabled us to leverage on the defined search behaviour of consumers and bridge the gap between creativity and commerce in an all-in-one, multi-tasking strategy. It met the needs of consumers in an instant economy looking for convenient cooking ideas, while relieving them of the hassle to shop separately for cooking ingredients—delivering an instant and complete solution as well as positive brand experience.