Possibly stolen off TBWA, heh heh.
A quick "Cooking is..." Google search to gauge what the internet thinks people think (what.)
How can I use disruption and apply it to home cooking?
The Convention:
Cooking media portrays cooking as aspirational in hopes to get people into their kitchens cooking (or maybe in the case of TV: not so much so, as TV wants you to only watch TV).
However, cooking is viewed as a time-consuming chore that can be delegated to companies, thus "saving us time".
Cooking from scratch (ie using whole ingredients) is viewed as a hobby and luxury.
The Disruption: Uhh, to be announced.
The Vision: Get people cooking at home.
A quick "Cooking is..." Google search to gauge what the internet thinks people think (what.)
TBWA's disruption slides.
How can I use disruption and apply it to home cooking?
The Convention:
Cooking media portrays cooking as aspirational in hopes to get people into their kitchens cooking (or maybe in the case of TV: not so much so, as TV wants you to only watch TV).
However, cooking is viewed as a time-consuming chore that can be delegated to companies, thus "saving us time".
Cooking from scratch (ie using whole ingredients) is viewed as a hobby and luxury.
The Disruption: Uhh, to be announced.
The Vision: Get people cooking at home.
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