SideChef is an all-in-one home cooking platform that provides over 18,000 interactive smart recipes with dynamic recipe guidance featuring hands-free voice commands, step-by-step photos, how-to videos, and built-in timers. SideChef offers in-app meal planning, grocery delivery, and smart kitchen connectivity. Panasonic partnered up with the culinary platform in May of 2020 with the aim to help families eat better, shop more easily, and make cooking more accessible and enjoyable.
Our Public Relations Challenge
Under Panasonic’s sponsorship, SideChef commissioned DPM during the height of the global COVID-19 pandemic. Looking to aid and support the general public quarantined at home, SideChef approached our team to generate awareness around their service and help bring simplified cooking to people all over the world. With consumers around the world stuck at home having no choice but to learn how to cook their own food, the timing couldn’t have been better for this campaign. SideChef came to us with four goals in mind:
- Increase engagement with their consumer and culinary community
- Build brand awareness for the SideChef Premium and Panasonic Collaboration
- Bring awareness to Panasonic’s business transformation to a lifestyle brand
- Increase conversion of SideChef Premium subscriptions
Our Public Relations Strategy
As our world was shut down during the COVID-19 pandemic and stay-at-home orders were put into effect, food convenience services became increasingly popular and vital. We were able to utilize the impact that social distancing and the stay-at-home protocols had on society as inspiration for conceptualizing our campaigns and virtual launch event. Consumers began depending on new ways to feed themselves and their families, particularly through food and grocery delivery services. More than half of shoppers (55%) said they are eating at home more often since the pandemic began, according to an Acosta report released in September of 2020. As more people were forced to eat at home, even trends of cooking and new recipe creations began to spike on applications such as Instagram, TikTok, Pinterest, and YouTube. We utilized all three platforms to position SideChef Premium into these trends to target key demographics and showcase the various features and benefits of both SideChef Premium and the Panasonic Multiovens. This resulted in about 263,000 official views across all 4 social media platforms, 240,000 estimated coverage views from media placements in major media outlets such as MindBodyGreen and Insider, and 116 new conversions in SideChef Premium subscriptions from our 3 campaigns.
Utilizing Social Media Influencers
With food influencers leading the new cooking trends, we contracted 8 to help mobilize and amplify the SideChef Premium and Panasonic partnership into the desired consumer market. To boost visibility and conversion, we did a combination of branded recipe walkthrough videos, product placement recipe shots, branded stories, a Panasonic Multioven giveaway contest, and a virtual cook-along launch event.
Working with the DPM has been a really positive experience. Working across global locations and timezones can be tricky, but the DPM team never made it feel inconvenient or hard to discuss any level of issue or project deliverable. The team felt like an extension of our brand team, always collaborative, transparent, and real. Expectations were expertly managed and the delivery of campaigns and projects was smooth. Loved working with the team and will look for ways to do so more in the future!
—Carey Pearson, VP Marketing & Key Accounts at SideChef