Title	IMPRO EN CUISINE - COOK UP
Brand	MONDELEZ FRANCE AND UNILEVER FRANCE
Product/Service	FOOD BRANDS
Category	A02. NON-FICTION: SERIES OR FILM
Entrant Company	PUBLICIS K1 Suresnes, FRANCE
Contributing Company	PUBLICIS K1 Suresnes, FRANCE

Name	Company	Position
Helene Meinerad	Publicis K1	Account Director
Ann/Sophie Vargaftig	Publicis K1	Account Manager
Claire Faure/Miller	Publicis K1	Account Manager
Christophe Pilate	Publicis K1	Creative Director
Guillaume Merlen	Publicis K1	Creative Director

The Campaign

The situation concerned all food brands belonging to Mondelez France and Unilever France (Oreo, Maille, Milka, Knorr, Lipton..). Nowadays in France, when it came to the subject of food content, it seems that web users had already seen it all. That the reason why it's becoming more and more difficult to find ideas to catch the audience.

Results

Our challenge was to create original content that could drive the entire 70 brands in a category where everything had already been done before and in every possible format. Our objective was to get our visitors back to the site again and retain them. For this we created the first ever French interactive web program: « IMPRO EN CUISINE » (“COOK UP”) aired on a multi-brand site www.mavieencouleurs.fr. For the first time, a top chef (Jean-François Piège) took up the amazing challenge to prepare, live, in 30 minutes, a recipe directly with the internet audience. “Impro en cuisine”, I season of 3, monthly episodes (April, May and June 2014) to highlight the brands and one basic ingredient (strawberry, eggs, chocolate). A mini site and a special program set were designed for the operation. A brand ambassador/regular visitor was invited to take part in the program to taste the chef’s recipe. “Impro en cuisine” was a totally original, live show where the internet audience got to interrupt and disturb the preparation of the chef’s recipe. In fact, twice during the program, the audience challenged the chef with an extra task determined via a vote offering three task choices. They could also comment the program throughout using a chat module. To extend the experience, at the end of the program, a replay and a short version of the recipe were immediately uploaded to YouTube. For even greater input, exclusive content was created for each episode : : recipes, tips, some cultural information … available for all users on the web section

Our target was made up of mothers aged between 25 and 59, in charge of the household shopping, who like and consume everyday major brands. A powerful means strategy was set up to attract audience and ensure media coverage of the program : a trailer, media coverage, and a PR event (280 press returns– 335K€ of earned media), relayed ON and OFF, newsletters and a sms and email alert module.

“Impro en cuisine” a real success story : - A new digital and interactive way to produce brand content: The food section generated twice as many visitors during the program period and the engagement rate is about 75%. - An innovation that recruited and retained consumers for our brands: + de 1 000 000 visitors were exposed at least once to one of the brands.