The MU Cuisine products were used in the TV programme My Mum Cooks Better (Moja mama kuha bolje). By preserving the connection to the show we prepared a communications campaign which positioned the MU Cuisine products as a synonym to great cuisine – a family tradition passed through generations. Every family has their own cooking secrets which make their dishes even more delicious. We made sure that people shared them with us.

We collected secrets and tricks to making popular Slovenian dishes on www.mu-skrivnosti.si. The collected tips were easily available to anyone who wanted to improve their cooking. With weekly encouragements to share the cooking secrets we moved away from classic recipe websites and increased the users’ motivation to revisit the website.

Family tradition goes hand in hand with cooking. With emotional content we activated individuals and their families, strengthened the awareness of MU Cuisine products and successfully connected them to the traditional and popular Slovenian dishes.

For the fall campaign we upgraded the story ‘Every mum cooks better with MU Cuisine’ with short videos featuring preparations of ten tasty dishes using MU Cuisine. Each week we hid one of the ingredients in each video and called upon the viewers to discover which one it was, share their findings with us, and win prizes. We also rewarded the purchases of MU Cuisine products with a booklet of 10 recipes.