Better Half Cook Book
Swiggy Instamart’s ” The Better Half Cook book” campaign in 2021 aimed to tackle gender inequality in the kitchen through a creative approach.Traditionally, the burden of cooking often falls on women. Swiggy Instamart wanted to promote equal kitchen responsibility.
Campaign Overview
The Idea:
The campaign aimed to address the gender chore gap that exists in Indian households, particularly in the kitchen. The central idea was to challenge the traditional notion that cooking is a one-person job and highlight the importance of equal participation from both partners. Split recipes into two halves, encouraging couples to cook together.
Concept:
The “Better Half Cookbook” featured recipes designed for two, with each partner having their own set of instructions in one half of the book.
Execution:
The cookbook itself was the centerpiece of the campaign.
It featured recipes from around the world, but with a unique twist: each recipe was split into exact halves. Couples were encouraged to cook together, with each partner responsible for one half of the recipe. To make it even more convenient, the ingredients for each recipe could be ordered directly from the book using a simple QR scan. Swiggy Instamart ensured that the ordered ingredients were delivered within 30-45 minutes.
Launch & Location
The campaign went live on Valentine’s Day , emphasizing love, equality, and togetherness.
Limited Availability :
The cookbooks were only available in Bengaluru and Gurugram, cities where Swiggy Instamart operated.
Impact and Results
Couples were encouraged to celebrate their love by cooking together and sharing the experience.
Focus on Convenience : The split recipes promoted faster cooking by allowing partners to work simultaneously.
Social Media Push : #TheBetterHalfCookbook campaign used social media to spread awareness and encourage couples to cook together.
Lessons Learned
Positive Impact : The campaign sparked conversations about gender equality in kitchens and encouraged couples to share cooking duties.
Brand Awareness : The unique concept generated buzz and increased brand awareness for Swiggy Instamart.
Social Media Engagement : The campaign likely achieved good engagement on social media platforms.
