The Cookbook You Can Cook|短视频|广告营销案例【ADGuider广告指南】

你可以做的食谱

案例简介：执行这本食谱是在美国最大的书店 Barnes & Noble 推出的。它得到了公关活动的支持，以吸引人们对发行的关注。赢得的媒体比预期的要大，第一版的书在发行周末完全售罄,尽管它预计将在一个完整的月内上市。第二版和第三版正在生产中，预计今年将上架。这种意想不到的成功在 Stouffer's 开启了关于新产品的对话，这些新产品也可能生活在传统超市分销渠道之外。相关性 “你可以烹饪的食谱” 是一种产品，它首次打开了以前尚未开发的任何食品分销渠道。只在 Barnes & Noble 书店出售，“你可以烹饪的食谱” 是一种伪装成普通书籍的食物烹饪工具，能够达到一个非常规的目标: 现代,城市，年轻的消费者，通常在超市里找不到。食谱的每一页都是一个调味包，可以准备，不需要任何其他成分，多汁美味的鸡肉或鱼肉。结果第一版图书在推出周末完全售罄，尽管它预计将在一个完整的月内上架。这本食谱影响了斯托弗在超市的销售，自该书发行以来，超市的销售额增长了 25%。更重要的是，“你可以烹饪的食谱” 将品牌的分销机会扩展到食品零售商之外的书店。这种意想不到的成功在 Stouffer's 开启了关于新产品的对话，这些新产品也可能生活在传统超市分销渠道之外。概要 Stouffer's 是美国最大的冷冻食品生产商。直到 2016，该品牌从未冒险走出冷冻食品过道。伴随着新系列调味料包装的推出，它还推出了 “你可以烹饪的食谱” 来点燃产品的好奇心。这本独一无二的书只在 Barnes & Noble 书店出售，打开了一个全新的分销渠道，不仅仅是 Stouffer 的产品, 但对于任何其他类型的食品品牌。活动描述 “你可以烹饪的食谱” 的每一页都是一张涂有草药和调味料的创新羊皮纸，旨在制作多汁美味的鸡肉或鱼，而不需要任何其他成分。你只需要从书中撕下一页食谱，把一块生的鸡肉或鱼包起来,煮 20 分钟。瞧，即使是最没有经验的书呆子也可以成为速食厨师。战略 Stouffer's 是传统住宅的知名品牌，但新的创新产品的推出也创造了接触现代、城市、年轻消费者的需求，这些消费者对该品牌并不熟悉。 “你可以烹饪的食谱” 是新手厨师的一次万无一失的烹饪体验。这本书还开辟了一个全新的分销渠道，接触到该品牌以前尚未开发的消费者群体。

你可以做的食谱

案例简介：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. 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. CampaignDescription 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.