Canned Food UK
Canned Food UK is an organisation that promotes the benefits of canned food.
It’s members include AkzoNobel, Princes, Hormel Foods, and ThyssenKrupp.
Canned Food UK wanted to engage with consumers within the 25 to 40 age bracket to educate them on the wide variety of nutritious meals that can be cooked utilising canned food ingredients.
They wanted to emphasise how quick, convenient and easy they can be to prepare for busy lifestyles.
The challenges
There is often a stigma attached to using canned ingredients vs. fresh produce. Traditional recipe books and TV shows don’t often promote the use of canned ingredients, meaning it’s difficult to know what meals can be cooked.
The target audience are tech savvy professionals with busy lifestyles so all recipes need to be quick and easy to prepare.
Our creative strategy
Given that the target audience are typically smartphone/tablet users, aux fais with using social media to research lifestyle choices and planning meals on the go, a mobile app was proposed.
We recommended using popular TV Chef, James Martin, to prepare the recipes in short easy to follow video clips.
What did we create?
We developed an easy to use app, u.can cook, that works on both Apple and Android smartphones and tablets.
Users can choose from a range of starters, main meals and desserts. You can favourite recipes and access shopping lists for ingredients.
Recipes provide step-by-step instructions, photographs and video content featuring celebrity chef James Martin.
The app has been extensively promoted and shared on social media channels.
