About SideChef / Panasonic

SideChef is an all-in-one home cooking platform that provides over 18,000 interactive smart recipes with dynamic recipe guidance featuring hands-free voice commands, step-by-step photos, how-to videos, and built-in timers. SideChef offers in-app meal planning, grocery delivery, and smart kitchen connectivity. Panasonic partnered up with the culinary platform in May of 2020 with the aim to help families eat better, shop more easily, and make cooking more accessible and enjoyable. Together, SideChef and Panasonic have expanded and unified the culinary community by combining SideChef’s curated recipes, meal planning, and integrated Walmart+ and AmazonFresh grocery delivery capabilities with Panasonic’s world-class Japanese technology in kitchen appliances. The experience serves home chefs of all kinds and skill levels – from busy working parents to urban-dwelling millennials.

46

Million Unique Visitors per Month

1.42

Thousand Social Shares

Our Challenge

Aid and Support the General Public Quarantined at Home

Under Panasonic’s sponsorship, SideChef commissioned DPM during the height of the global COVID-19 pandemic. Looking to aid and support the general public quarantined at home, SideChef approached our team to generate awareness around their service and help bring simplified cooking to people all over the world. With consumers around the world stuck at home having no choice but to learn how to cook their own food, the timing couldn’t have been better for this campaign.

Goals

Increase Engagement, Subscriptions and Build Brand Awareness

  • Increase engagement with their consumer and culinary community
  • Build brand awareness for the SideChef Premium and Panasonic Collaboration
  • Bring awareness to Panasonic’s business transformation to a lifestyle brand
  • Increase conversion of SideChef Premium subscriptions
PR Strategy

Use Social Media to Raise Awareness of SideChef  Food Convenience Services

Utilize the Impact of Social Distancing and the Stay-at-Home Protocols

As our world was shut down during the COVID-19 pandemic and stay-at-home orders were put into effect, food convenience services became increasingly popular and vital. We were able to utilize the impact that social distancing and the stay-at-home protocols had on society as inspiration for conceptualizing our campaigns and virtual launch event. Consumers began depending on new ways to feed themselves and their families, particularly through food and grocery delivery services. More than half of shoppers (55%) said they are eating at home more often since the pandemic began, according to an Acosta report released in September of 2020. As more people were forced to eat at home, even trends of cooking and new recipe creations began to spike on applications such as Instagram, TikTok, Pinterest, and YouTube. We utilized all three platforms to position SideChef Premium into these trends to target key demographics and showcase the various features and benefits of both SideChef Premium and the Panasonic Multiovens. This resulted in about 263,000 official views across all 4 social media platforms, 240,000 estimated coverage views from media placements in major media outlets such as MindBodyGreen and Insider, and 116 new conversions in SideChef Premium subscriptions from our 3 campaigns.

Utilizing Social Media Influencers

With food influencers leading the new cooking trends, we contracted 8 to help mobilize and amplify the SideChef Premium and Panasonic partnership into the desired consumer market. To boost visibility and conversion, we did a combination of branded recipe walkthrough videos, product placement recipe shots, branded stories, a Panasonic Multioven giveaway contest, and a virtual cook-along launch event. One influencer that DPM scouted, Ereka Vetrini, had an exceptional collaboration experience and transitioned into an official SideChef Premium partner after our first campaign. She is responsible for about 70% of the total conversions brought in during our 3 campaigns and now has 270 saves on her 4 contracted SideChef Premium recipes.

Testimonial

A Word From Our Client

"Working with the DPM has been a really positive experience. Working across global locations and timezones can be tricky, but the DPM team never made it feel inconvenient or hard to discuss any level of issue or project deliverable. The team felt like an extension of our brand team, always collaborative, transparent, and real. Expectations were expertly managed and the delivery of campaigns and projects was smooth. Loved working with the team and will look for ways to do so more in the future!"

Carey Pearson, VP Marketing & Key Accounts at SideChef

Media Coverage

Our Industry Accolades

Awards & Recognition