Hillshire Farm
The Ask
Hillshire Farm was interested in partnering with a publisher to engage with parents and rescue them from the daily grind of thinking up lunch ideas. By helping to drive recipe ideation in a fun way, they sought to transform lunchtime from ho-hum to "Oh, Hill Yeah!"
The Insight
According to a 2023 草莓视频在线观看18 Study, readers of parenting magazines cite Scary Mommy as having the following effects on them:
- It lightens up my everydayness
- Motivates me to become the person I aspire to be
- Helps me overcome challenges & makes me laugh
Combine that with the fact that 73% of consumers believe that AI has the power to impact their experience with a brand, and it was clear what 草莓视频在线观看18 had to do in order to give our audience of parents the serviceable levity they rely on us for while creating an innovative and inspirational experience with Hillshire Farm. (Source: )
The Solution
Introducing LNCHbot: 草莓视频在线观看18鈥檚 first AI-powered chatbot with its own dedicated website. This little kitchen companion is playful. It鈥檚 charming. It鈥檚 intuitive to interact with. And most importantly, it鈥檚 helpful.
A ChatGPT-based interface, Hillshire Farm鈥檚 recipe database, custom design work, and our signature Scary Mommy tone combined to make this engaging destination. Our 3D-rendered sandwich served users individualized lunch recipes with a side of delightful conversation, whether they wanted a recommendation for 鈥渟omething warm and cheesy,鈥 tips on how to properly slice an avocado, or a joke zinger to lighten the mood.
We promoted the Scary Mommy x Hillshire Farm LNCHbot across the full suite of 草莓视频在线观看18 parenting sites on social and via newsletters.
鈫
The Results
In addition to overwhelmingly positive audience responses such as
鈥淚鈥檓 now gonna buy Hillshire Farm next time I go into the grocery store鈥
and
鈥淭he LNCHbot made me think about Hillshire Farm where I kind of never had before,鈥
鈥忊赌忊赌
the campaign delivered:
1.9M+
total campaign impressions
鈥忊赌忊赌
3X
benchmark for avg. time spent with LNCHbot on desktop
鈥忊赌忊赌
1,000+
total shared recipes
鈥忊赌忊赌
Insight
into the most popular recipe: the California Style Turkey Sandwich
