Facing disruption in the European market from the Covid-19 pandemic, mk² sought new strategies and marketing concepts to promote our clients’ products in the new environment.
Benefitting from our relationships with established chefs and gastronomy businesses, mk² developed a series of online cooking classes for trade and media. Eco-friendly boxes with ready-to-cook ingredients were sent to selected key opinion leaders including consumer and trade press, influencers, and industry decision-makers.
For client ASMI, mk² sent attendees all the ingredients needed to prepare pan-seared Alaska wild salmon with caramelized, oven-baked American sweet potatoes in their own kitchens. Guided by professional chefs, the audience could follow along with a live product demonstration and cooking class which showcased the purity and versatility of wild salmon from Alaska and of American grown sweet potatoes.
Media and influencers enjoyed a gourmet, restaurant-quality dinner in their own homes. Participants in this digital cooking session represented publications with a combined circulation of 6.5 million readers, ensuring direct value and sales support for the featured products and the participating trade contacts.