NYT Cooking is a cross-platform subscription service that gives home cooks access to more than 19,000 tested and curated recipes, useful cooking guides and a thriving network of support and inspiration.
A campaign was created to raise awareness to a wider audience, proving its value in a crowded landscape of cooking instruction.
Outcome
Anchored by the line ‘What to Cook’, the campaign highlights the endless emotional and functional needs that Cooking answers—from daily meal inspiration to specific situations, cravings, skill levels and party sizes.
This linguistic framework enabled a unified, yet diverse campaign across multiple platforms including OTT, digital, print and social.
— A Gretel project. ECD: Ryan Moore Creative Direction: Simon Chong Strategy: Nathan Frisch Design: Caleb Halter, Andrew Brown, John Choi Writing: Michael Hagos Edit: Nate Buchik Project Management: Haley Klatzkin
