Now We're Cooking! - Stouffer's Social and Digital Campaign

The Ask:

Late in 2016, Grey Group was asked to introduce Stouffer's new line of innovative cooking creations - Slow Cooker Meal Starters, Seasoning Wraps, and Sauce Duos - to multicultural American moms.

The Work:

The goals of the "Now We're Cooking" campaign were to drive awareness of Stouffer's new products while educating mothers on how simple they were to use, deepen the connection between multicultural American mothers and Stouffer's, and reposition Stouffer's as a brand in touch with modern food trends with cooking tools that fit contemporary Americans' lifestyles and values. With that in mind, a broad digital campaign was launched, touching on everything from Stouffer's website to a massive social media campaign to a slew of online videos on YouTube.

Website Copy

Stouffer's home page

Stouffer's home page

An example from the campaign's page on Stouffer's site. More can be found at https://www.stouffers.com/en/nowwerecooking

An example from the campaign's page on Stouffer's site. More can be found at https://www.stouffers.com/en/nowwerecooking

A product page from Stouffer's site. More can be found at https://www.stouffers.com/en/our-dishes/

A product page from Stouffer's site. More can be found at https://www.stouffers.com/en/our-dishes/

YouTube Video Scripts & Post Copy

Examples of videos and YouTube posts written for the campaign.

Examples of videos and YouTube posts written for the campaign.

Pinterest Copy

Click on either board to view all posts and copy!

Facebook Copy

Results:

The content outperformed not only all Nestle benchmarks on social media, but also all previous Nestle social media content:

  • Sales velocity more than doubled.
  • Video Completion Rate on Youtube was above 85%, well above the Industry Benchmark
  • Pinterest engagement rate crested 25%, nearly ten times the Industry Benchmark.
  • Facebook engagement rates more than doubled the Industry Benchmark