Title	COOKING WITH YOUR EARS
Brand	MATPRAT
Product/Service	MATPRAT.NO – NORWAY’S LARGEST RECIPE-PORTAL.
Category	A11. Digital & Mobile Brand Experience
Entrant	ANORAK Oslo, NORWAY
Idea Creation	ANORAK Oslo, NORWAY
Additional Company	BADEOG Oslo, NORWAY
Additional Company 2	SAGVEIEN RESORT Oslo, NORWAY
Additional Company 3	JIMMY ROYAL Oslo, NORWAY

Name	Company	Position
Hallvard Fjeldbraaten	Anorak	Copywriter
Øistein Markus Holm	Anorak	Copywriter
Janne Espevalen	Anorak	Client Director
Hanne C. Foss	Anorak	Account manager
Anders Aakre	Jimmy Royal	Art Director
Martin Oftedal	Sagveien Resort	Director
Eskil Paus	BådeOg	Director
Jens-Petter Aarhus	Anorak	Creative Director

The Campaign

MatPrat.no is Norway’s largest recipe-portal. They accompany you in the kitchen through smartphones, tablets and laptops and are there by your side when you want to make good food in a simple fashion. Since both your hands, your taste buds and your eyes already are put to use when making food, we decided to launch something quite obvious for someone like MatPrat: Cooking with your ears. Cooking with your ears is a set of podcast-recipes that puts your ears into action when cooking. No sticky screens, just perfectly sliced audio recipes that makes it both entertaining and simple to cook those fine dining dishes. In this podcast we meet the two best buddies; Erlend and Øistein who assist you with hints and tips while cooking along with you and who provided you with fun facts and other useful insights about the dish you are about to serve.

Creative Execution

The episodes are implemented all through MatPrat's campaigns – MatPrat's own channels (website, Facebook page and blog) – and all the way down to the written recipes it self. There was also made an extra effort promoting them at Facebook through posts and short animation films (examples are used in the case film) Cooking with your ears went from being three episodes connected to one single campaign, to become a repeating add-on, supplementing all of MatPrat's campaigns to this date. So far we have launched 28 episodes and counting.

Campaign is stull running and the podcasts are now a new sustainable media channel for MatPrat - recruiting new fans and followers each week. In the long run, and in the bigger picture, the campaign has succeeded in positioning MatPrat as the leading food portal in Norway. With a heavy increase of users each month since the podcasts were released, this has been the most busy year ever in MatPrats over 20 years of history.

Cooking with your ears is first and foremost a new and entertaining way to learn how to cook. It has quickly become one of Norway´s most popular food-podcasts. Battling with various non-commercial competitors. Through this, MatPrat has gained a position as Norway´s leading portal when it comes to learning how to cook and finding the recipes you need.

While make food both your hands, taste buds and eyes are put to use, but not necessarily your ears – giving us yet an other media channel we wanted to explore. Secondly; eating food is often a social activity so why should not making food be? With Erlend and Øistein, suddenly everyone could have a best friend in the kitchen. Our target audience was MatPrat's fans and followers reaching them through MatPrat's own channels (website, Facebook page and blog), – from MatPrat's website and all the way down to the written recipes it self where we linked to the episodes in iTunes and embedded Soundcloud audio (making iTunes, Soundcloud, all of MatPrat's own channels and the written recipes the most relevant platforms) Podcast is growing bigger every year. We wanted MatPrat to provide audio through this platform making Cooking with your ears Norway's first podcast about food.