Idahoan Foods' Recipe Challenge Reaches Home Cooks Via TikTok
Laura McQuarrie — March 28, 2021 — Lifestyle
Since the start of the pandemic, flavored mashed potato manufacturer Idahoan Foods has reached five million new households and this is thanks to a shift in its marketing strategy and fun dance and recipe challenges on TikTok. Knowing that people were spending more time experimenting in the kitchen out of both necessity and entertainment, the brand repositioned its Idahoan fresh-dried mashed potatoes as a versatile staple for a wide variety of recipes, including globally inspired dishes.
Idahoan Foods created the #IdahoanMash recipe challenge and shared inspiring ideas like Indian Butter Chicken Mashed Potato Bowls and Hawaiian Pulled Pork Mashed Potato Bowls. The revised strategy also included being aware of cooking fatigue and creating simpler recipes focused on just as much nourishment with more convenience.
Idahoan Foods created the #IdahoanMash recipe challenge and shared inspiring ideas like Indian Butter Chicken Mashed Potato Bowls and Hawaiian Pulled Pork Mashed Potato Bowls. The revised strategy also included being aware of cooking fatigue and creating simpler recipes focused on just as much nourishment with more convenience.
Trend Themes
1. Versatile Staple Foods - Brands can reposition traditional products as versatile staples for a variety of recipes, including globally inspired dishes.
2. Interactive Marketing Strategies - Brands can engage consumers with interactive marketing strategies such as recipe challenges on social media platforms like TikTok.
3. Simplifying Recipes - Brands can simplify recipes to focus on providing convenience and nourishment, alleviating cooking fatigue and appealing to busy consumers.
Industry Implications
1. Food Manufacturing - Food manufacturers can innovate their products by promoting them as innovative ingredients versatile for a variety of recipes.
2. Social Media Platforms - Social media platforms can explore partnerships with food brands for interactive marketing campaigns such as recipe challenges.
3. Meal Kit Delivery Services - Meal kit delivery services can appeal to busy consumers by offering recipes with versatile staple ingredients, focused on convenience and nourishment.
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