Honey, What’s For Dinner?
It’s the question we probably ponder every night, “What’s for dinner?” Meal kit delivery services have surged in the last few years becoming a $1.5 billion market in the US alone according to Packaged Facts.
Meant to solve the problem of “what’s for dinner?”, the services offer consumers a convenient way to cook at home without having to do the meal planning and grocery shopping. Online portals let consumers order meals ahead from picture menus showing photos of the finished dish, and the services deliver the pre-measured fresh ingredients along with recipes to their doorstep to help them cook chef-quality meals at home.
Aviko is Europe's largest potato processor and produces chilled and deep frozen potato products and other potato products. Aviko took the concept of meal kit delivery and applied it to their marketing efforts. In December, Aviko surprised the public at an interactive bus shelter in Arnhem, The Netherlands with the help of JCDecaux. Though the digital screen on the bus shelter, people could choose their meal and then collect their box of fresh ingredients — along with a pan, spices and everything they needed to cook that meal — for free at the Aviko food truck later in the day.
According to Aviko, more than 100 people in Arnhem received a box of ingredients and a recipe to cook for dinner that night. The program — and food truck — will continue to other cities in the The Netherlands this year.
Want to see this out-of-home advertising campaign incorporating printed components along with the digital screen? Visit https://www.youtube.com/watch?v=05NJ8zjJlBw
Denise Gustavson is the Editorial Director and Special Projects Editor for the Printing & Packaging Group, which includes Printing Impressions, packagePRINTING, In-plant Graphics and Wide-Format Impressions magazines, among other brands. She is also the Editor-in-Chief of Wide-Format Impressions.