Click-bake: When food and fun meet online

Context

Recettes d’ici is a media brand developed by Quebec Dairy Farmers in response to a major problem: a decline in the consumption of dairy products.

At the time the site was launched, plant-based food development was increasing by +257% and dairy products had just been significantly reduced in Canada’s Food Guide.

Recettes d’ici was on a mission to maintain and modernize the place of dairy products in the Quebec diet. And this required a fresh, differentiated positioning: Food Fun – making cooking simple and enjoyable. Through a “show, don’t tell” strategy, the media brand aimed to reinforce the presence of dairy products in consumers’ daily lives.

Site objectives

— Increase the amount of dairy products consumed in the province

— Position Recettes d'ici as Quebec’s coolest gourmet platform

Given the economic climate, the Food Fun positioning was more relevant than ever. Inflation was at a 40-year high, and 52% of Quebecers said they were trying to avoid restaurants. But as the lipstick effect shows, consumers seek small indulgences even in times of recession – and food is the perfect option. That said, we knew that for a recipe site to meet this desire for pleasure, the digital product had to be highly appealing.