The world’s first edible cooking show.
RedMart had a freshness problem. While it could deliver produce as fresh as a physical supermarket, Singaporeans weren’t necessarily buying it.
At the same time, Lazada was building its Shoppertainment strategy around a simple behaviour: Watch, Play and Shop — bringing entertainment and commerce closer together.
Instead of simply telling people the produce was fresh, we found a way to let them taste it.
Eat This Show was the world’s first edible cooking show. Chef Bjorn Shen cooked live on Facebook while viewers ordered dishes through the comments. RedMart delivered freshly cooked servings to selected viewers within minutes, while everyone else could click through to the recipe and order the ingredients themselves.
Because when it comes to fresh food, seeing isn’t believing. Tasting is.
RESULTS
1M+ views · +220% social engagement · +18% orders
The campaign also created a new product format: recipe ingredient bundles that proved popular enough for RedMart to continue offering them after the campaign ended.
