For Michelin Mums
Problem
Relatable, vibrant brand personalities thrive in the Seasonings and Condiments market. However, emotional customer understanding has been lacking in Very Lazy’s communications, with product benefits not developed beyond efficiency and ease making communications feel broad and shallow.
Insight
Home-cooks feel inadequate and embarrassed as they struggle to achieve the “Home Cook Ideal”. This high expectation creates a lack of scratch cooking motivation to avoid
failure and disappointment.
Brits associate excellent home-cooking with “love”, “care” and “nostalgia”.
Strategy
By redefining excellence in home-cooking as coming from the effort of the cook and not the quality of the food.
Solution
The campaign focuses on improving home-cooks’ self-esteem whilst giving Very Lazy a constant kitchen presence.
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Every home-cook can add love, care and effort therefore, every home-cook makes excellent meals regardless of ability or quality of food. Michelin stands to recognise excellent meals. So, why doesn’t Michelin celebrate domestic cooking? Very Lazy is here to change that. Meanwhile, an Alexa skill has been developed to support cooking mums in the kitchen.
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Starry eyes
Michelin mum petition with Joe lycett.
Petition Launch
Joe Lycett begins the petition on national TV.
Petition Proposal
Applying Michelin's current criteria to the home.
Petition PAGE
Help the cause and nominate mums to Michelin.
Restaurant stunt
Inspired by Oobah Butler, Joe Lycett uses real home-cooked meals to form a restaurant.
Social Content
Primarily using Twitter to support the campaign message.
Very Lazy Larder
Michelin mum petition with Joe lycett.
Product features
A new skill for smart (speaker) homes.
VLL Launch
Film for social and YouTube.
Giveaway
An opportunity for families to show appreciation for their mums' cooking.
wEBSITE DESIGN
Slide show.
Michelin Mums is a dissertation equivalent project, in which the campaign is backed by secondary and primary research, and originates from a self-written brief. If you would like to explore the project in full, please quick the icon below.
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