Mother's Recipe: Authentic Indian Flavors for Every Home

Brand Category: Food & Beverages Home and Kitchen
Mother's Recipe Hero Banner Image | The Viral Union Mother's Recipe Hero Banner Image | The Viral Union

Objective:

Change the perception that cooking is a woman’s job, and take a stand on Women’s Day to advocate equal responsibility for cooking. While also promoting the idea that cooking gets easier because of Mother’s Recipe’s offerings.

Approach:

Engaging influencers across different walks of life, across different relationship statuses (husband-wife, mother-son, brother-sister) to use the ‘Kitchen Starter Kit’ and find a love for cooking.

Mother's Recipe Case Study Image | The Viral Union
Mother's Recipe Case Study Image | The Viral Union

Activity :

The influencer duo showcased the packaging and products inside the Kitchen Starter Kit.

The influencer duo showcased the packaging and products inside the Kitchen Starter Kit.

The activity was to cook while communicating on the topic of sharing responsibilities at home.

The activity was to cook while communicating on the topic of sharing responsibilities at home.

Result:

50k
IG Reel Views
2.8k
IG Reel Engagement

Influencer Earned Media:

285k
Video Views
11k
Engagement
The Vrial Union edge Logo

Partnering with influencers from various backgrounds and relationships not only raised product awareness, but also emphasised the pleasure of cooking and enjoying quality time in the kitchen. As a result, this led to higher engagement, broader audience reach, and an increase in product sales.