Philadelphia is the leading brand in the cream cheese category in Brazil. Its campaign promotes cooking therapy: the moment when your friends gather around the stove and make special memories while cooking. To establish that purpose, the Mondelez brand needed a recipe app, teaching fans how to prepare recipes with the cream cheese.
Since there were already many recipe applications available, SapientNitro didn’t want to simply create one more recipe app. They were challenged to create something new, with a clear differentiation from other recipe apps.
SapientNitro came up with the insight: when people are cooking, their hands get dirty and they don’t want to grease up their cellphone screens. That’s why we created a voice command recipe app. The consumer can control everything by just saying what they want.
With the “Cozinhaterapia App” consumers can: say an ingredient, explore recipes with that ingredient, go back and forth through recipes with voice command, “like” and share recipes on social media, make notes and even use a timer while cooking.
The app garnered more than 150,000 downloads and 20,000 recipe shares. Consumers spent an average of 9 minutes on the platform.
CCO: Marcelo Tripoli
Creative Director: Tiago Lucci
Associate Creative Director: Daniel Portuga
Copywriter: Rafael Hessel
Art Director: Renato Silveira e Fernando Dutra
VP Strategy: Carlos Borges
Planner: Luiz Junior (Tatu)
Media: Thais Coelho
Account Director: Flávia Denser
Account Manager: Maurício Rodrigues
Project Manager: Ricardo Mantovani