Pescanova

The first live cooking show on Instagram.

Challenge

We all know that Christmas 2020 was different. But how could we help give the Portuguese hope?

During the pandemic, many of us were unable to see, hug and spend time with the older members of our families. With Christmas almost upon us, many people became aware that this year would be really different. We wouldn’t be able to be with our loved ones. But one thing is true: the Portuguese would be eating the same cod. This insight led to the creation of the campaign for Pescanova Cod Loins. It celebrates the family recipes which bring us together and show that “Cod’s always a success”. But how could we bring to this concept to life, in a completely digital format, for Pescanova consumers?

We implemented a Brand Entertainment solution, with the creative concept managed by LLYC and the production by Jungle, we proposed bringing together the Pescanova ambassadors Lourenço Ortigão and Chef Kiko in the first ever live cooking show on Instagram! It was a unique event, created around a passion that the two have in common: cooking. Pescanova, Lourenço and Chef Kiko challenged their followers to watch live the preparation of Kiko’s Super Mamãe (Super Mum) recipe on Lourenço’s Instagram page. The day before, around 30 lifestyle and gastronomy journalists received a basket at home with all the necessary ingredients to follow all the steps of the recipe as they watched the live event. The fans could take part in a competition in which they could win product vouchers.

Impact.

Around 2,000,000 people were impacted by the initiative, including both online and offline channels.

In these uncertain times we had to reinvent all our communication and connect with our partners and find the best way forward together. LLYC joined us with a forceful and very efficient response. They turned our actions into real events, as was the case with the 1st Live Cooking Show with Cod by Chef Kiko and Lourenço Ortigão. With LLYC, cod’s always a success!

Filipa Mesquita
Marketing Department at Pescanova

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