KitchenCraft has been creating a range of recipe videos that have addressed the lockdown demand for cooking and baking inspiration from the dramatically rising number of home cooks and bakers. The short videos are being used by KitchenCraft’s stockists on social media platforms such as Facebook and Instagram as well as on websites and on screens in stores.
Claire Budgen, marketing director at KitchenCraft reports: “Google documented an all-time high in searches for bread recipes, including how to make bread without yeast and reported a 54% increase in global searches for banana bread in April. This is combined with more than a fifth of Brits now cooking every meal from scratch as opposed to one eighth before lockdown. Participation in social media has been huge both from a learning new skills perspective and then showing them off!
“We embraced this fully and set about creating easy to follow recipe guides with our retained chef, Peter Sidwell. When consumers were locked up at home, we used Peter in the videos as a personal guide and focused on recipes which were simple but different to ensure consumers including young, aspiring bakers were learning but never felt out of depth.
“We have since adjusted the videos to encourage consumers to cook, but, being mindful that time is no longer necessarily something to fill, we have edited them so there are videos that are good to review in under two or three minutes, which is useful for Facebook and Instagram.”
Top: Chef Peter Sidwell making lemons buns in the KitchenCraft kitchen.
