What’s Cooking
INDUSTRY: Food & Beverage/CPG WORK: Concept, Brand, Design & Go-to-Market
In their quest to build great consumer connections, Kraft Heinz needed to get to know individuals at a deeper level. But who wants to share their personal likes, go-to meals, dietary restrictions, allergies and flavor faves with a giant CPG? No one. Unless of course you can provide them real value.
Turns out that a large percentage of the customers KH wants to know better are home cooks getting their recipes from TikTok. That leaves a lot to be desired– curation, reviews, trust that the meal is actually edible, filtering, ingredient swaps… the list goes on.
So we created What’s Cooking. An influencer driven cooking app augmented with AI. Curated, trusted recipes you crave from the creators you love. New drops weekly, delivered in snackable formats with tips, swaps, saves and inspiration. All the features and more of a traditional recipe app delivered in the short form manner our target engages with most.
400k+ installs to date , a 4.5 App Store rating, a 73% engagement rate, +65% enriched user profiles (6+ attributes) and a 2025 Webby Award Winner for design.
