The Challenge

While it is true that Millennials are getting into the life stage when they have started buying house and home appliances to fill them, LG’s high price point made the brand inaccessible and not relatable

The Insight

A BuzzFeed survey told us that 67% of Millennials would like to get an Adulting 101 class, especially the older segment. Brands that want to connect with them in a relevant way, need to help them get their basics straight

The Way In

Tasty is the #1 food brand among Millennials and is all about democratizing cooking and making it more accessible to everyone. Making LG’s our official oven, means integrating it into the every day life of millions of young Americans who want to be a little better cooks. The only way to increase the value perception and justify the higher price points was to become a radically useful brand in their cooking betterment journey

How we brought it to life

We embedded LG into Tasty’s world. That means a ton of editorial sponsorships, custom recipes, partnerships with Tasty’s beloved influencers, IRL integrations and even a physical subscription. Everything to prove out that Tasty only trusts LG quality when it comes to cooking the end of the year basics - from Holiday meals to chocolate chip cookies

Editorial Sponsorships

We identified the oven-based recipes that were more frequently watched and commented by older Millennials and surrounded them with LG messaging as banners and pre-rolls

Custom Video

We created some seasonally relevant recipes that integrated the LG oven as a key component in the cooking process

Creators’ Takeovers and Videos

We used a couple of Tasty’s most trusted faces to provide relatable expertise. We took over their social handles in key traffic days and gave them free range to experiment bringing LG’s ovens into their cuisines

Experiential

We brought our partnership on the road. We dressed up a fully equipped Tasty + LG food truck that went to fairs and events all around the country. Tasty and LG ovens also had their own chocolate chip cookies stand at the Madison Square Garden

Meal Kit Subscription

Following a trending Millennial behavior, we launched a subscription kit that would send oven-friendly recipes packed in a cool kit to up anyone’s baking game