Project Title: Voice Cooking
Client or Class Name: Mondelez - www.mondelezinternational.com
Philadelphia is the leading brand in the cream cheese category in Brazil. Its campaign promotes cooking therapy: the moment when your friends gather around the stove and make special memories while cooking. To establish that purpose, the brand needed a recipe app, teaching fans how to prepare recipes with the cream cheese.
Since there were already many recipe applications available, we didn’t want to simply create one more recipe app. We were challenged to create something new, with a clear differentiation from other recipe apps.
We came up with the insight: when people are cooking, their hands get dirty and they don’t want to grease up their cellphone screens. That’s why we created a voice command recipe app. The consumer can control everything by just saying what they want.
With the “Cozinhaterapia App” consumers can: say an ingredient, explore recipes with that ingredient, go back and forth through recipes with voice command, “like” and share recipes on social media, make notes and even use a timer while cooking.
The app garnered more than 150,000 downloads and 20,000 recipe shares. Consumers spent an average of 9 minutes on the platform.
Associate Creative Director:
Renato Silveira e Fernando Dutra
Luiz Junior (Tatu)