Cook –a-Tweet

Background

The Saúde Faca & Garfo site, Nestlé’s CRM program, has made its customized recipes available by Twitter. They needed to introduce the advantages of this new unfamiliar service to Nestlé’s regular consumers.

Idea

They created an innovation they called Cook-a-tweet. Now, to get all the best recipes prepared with the ingredients you have at home, all you have to do is send a tweet.

With this new tool, they turned Twitter into a search engine that gives the consumer access to their brand generated content, along with useful nutritional information and the right Nestlé products that go with each recipe.

Insight:

Cooking shows are very popular in Portugal. TV, the net and social networks are full of cooking sites, blogs and apps offering all kinds of recipes. But none seems to offer the right recipe for the exact ingredients people have at home. Twitter’s small blue bird has a very distinctive and instantly recognizable look. So, they decided to cook a blue bird with the other ingredients. For a Twitter user, the image instantly conveys the message they want: that tweeting to the Nestlé cooking site is the easy solution to get the recipes you need for the exact ingredients you have in your home.

Results

By creating a useful new tool for their consumers, they reinforced Nestlé’s cooking site position has the go to place for all cooking and nutritional information needs. And although less than 4% of web users in Portugal connect with Twitter, we got over 400 followers in less than 3 months. And changed the perception Portuguese consumers had of what a cooking site can and should be.