Insight
Philadelphia is the leader in the cream cheese category in Brazil and 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 of them, it didn’t want to simply create one more recipe app. SapientNitro was challenged to create something new, with a clear differentiation from other recipe apps.
Strategy
The agency came up with the insight: when people are cooking, their hands get dirty and they don’t want to sully their phone screens. That’s why it created a voice command recipe app; the consumer can control everything by just saying what they want.
Execution
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.
Results
The app garnered more than 150,000 downloads and 20,000 recipe shares. Consumers spent an average of 9 minutes on the platform.