Stouffers: The Cookbook You Can Cook [image]

Credits & Description:

Title: The Cookbook You Can Cook
Agency: Wing
Brand: Nestlé
Country: USA
Entrant Company: Wing, New York
Advertising Agency: Wing, New York
Production Company: Wing, New York
Chief Creative Officer: Pepe Aguilar (Grey Wing)
Creative Director: Facundo Paglia (Grey Wing)
Agency Producer: Nadina Steimberg (Townhouse)
Managing Director: Sandra Alfaro (Grey Wing)
Project Manager: Sarah Kieras (Grey Wing)
Associate Creative Director: Marc Duran (Grey Wing)
Copywriter: Tomas Salazar (Grey Wing)
Art Director: Luis Guerra (Grey Wing)
Senior Art Director: Juan Pablo Lemus (Grey Wing)
Senior Video Editor: Dominick Martimucci (Townhouse)
Senior Account Executive: Natalie Roberts (Grey Wing)
Svp Account Director: Veronica Villalpando (Grey Wing)
Senior Strategist: Chassey Reyes (Grey Wing)
Assistant Integrated Producer: Chase Wagner (Townhouse)
Account Executive: Bianca Nikic (Grey Wing)
Synopsis:
Stouffer's is the largest producer of frozen foods in the US. Until 2016 the brand had never ventured outside of the frozen food aisle. To accompany the launch of its new line of Seasoning Wraps, it also launched "The Cookbook You Can Cook" to ignite product curiosity. Sold only in Barnes & Noble bookstores, this one-of-a-kind book opened a completely new channel of distribution, not just for Stouffer's products, but for any other kind of food brand.
Campaign Description:
Each page of "The Cookbook You Can Cook" is an innovative parchment paper coated with herbs and seasonings, designed to prepare juicy and delicious chicken or fish without the need of any other ingredient.You just need to tear a recipe page from the book, wrap a raw piece of chicken or fish in it, and cook it for 20 minutes. And voila, even the most inexperienced bookworm can become an instant chef.
Strategy:
Stouffer's is a well-known brand for traditional homes, but the launch of new innovative products also created the need to reach modern, urban, young consumers that weren't as familiar with the brand."The Cookbook You Can Cook" is a foolproof cooking experience for neophyte cooks. The book also opens a completely new channel of distribution, reaching a segment of consumers that was previously untapped by the brand.
Execution:
The Cookbook was launched in Barnes & Noble, the largest bookstore in the US. It was supported with a PR campaign to drive attention to the launch.Earned media was larger than anticipated and the first edition of books completely sold out during its launch weekend, even though it was expected to be on shelf for a complete month.The second and third editions are under production and are expected to hit shelves this year.Such an unexpected success has opened conversations in Stouffer's for new products that could also live outside the traditional supermarket distribution channel.
Relevancy:
"The Cookbook You Can Cook" is a product that opens for the first time a previously untapped channel of distribution to any food product.Sold only in Barnes & Noble bookstores, "The Cookbook You Can Cook" is a food cooking tool disguised as a regular book, able to reach an unconventional target: modern, urban, young consumers, usually not found in supermarkets.Each page of the Cookbook is a seasoning wrap able to prepare, without the need of any other ingredient, juicy and delicious chicken or fish meals.
Outcome:
The first edition of books completely sold out during its launch weekend, even though it was expected to be on shelf for a complete month.The Cookbook influenced Stouffer's sales within supermarkets, which have risen 25% since the launch of the book. More importantly, "The Cookbook You Can Cook" extends the brand’s distribution opportunity outside of food retailers and into bookstores.Such an unexpected success has opened conversations in Stouffer's for new products that could also live outside the traditional supermarket distribution channel.