Explore Cuisine markets and distributes healthy, innovative foods using plant based organic ingredients such as beans, peas, lentils and rice to provide consumers with nourishing meals that are easy, quick, naturally colorful and most importantly, delicious. They are a major global brand with products sold through leading retailers in 20 countries worldwide. The brand are also committed to trading fairly and supporting farmers and their communities, so everyone benefits along the way.
Explore Cuisine were looking to drive product trial and awareness to increase household penetration for their gluten-free Red Lentil Penne pasta. With in store sampling opportunities greatly reduced due to ongoing Covid restrictions, they needed an innovative way to reach consumers.
What better way to connect with their health-conscious target consumers than through a recipe integration activation with America’s leading health food meal kit, Green Chef?
Green Chef has a loyal, engaged subscriber base of consumers who love the options for gluten free, keto, paleo, and healthier meals on offer. By partnering with Green Chef, Explore Cuisine was able to leverage this established audience and reach people in their homes, driving trial by incorporating their Red Lentil Penne into one of Green Chef’s recipes.
The partnership was a great fit for both brands, with the culinary team at Green Chef able to incorporate the product into a recipe they knew would appeal to their subscriber base. Uptake of the featured recipe by consumers was fantastic, with a higher rate than usual choosing the vegetarian recipe.
Customers who chose this recipe option enjoyed a chef-made meal that showcased the Red Lentil Penne in an immersive, contextual experience. Those that did not choose the Red Lentil recipe were still given a free packet of the product to sample within their meal box.
Information about the brand was included in the meal box, as well as sent out to Green Chef's database via email, and through a post-campaign newsletter which reached 70k subscribers.
