Cookshop
Walmart whipped up a new recipe that bakes content, commerce, and celebrity into an interactive video shopping site.
The retailing giant on Thursday officially launched Walmart Cookshop (cookshop.eko.com) with interactive-video company Eko. The site is stocked with 22 how-to cooking episodes with chefs and celeb hosts, including Sofia Vergara and her son, Manolo, Jamie Oliver (pictured above), Patti LaBelle, and Ree Drummond (aka the Pioneer Woman), as well as recipes from BuzzFeed’s Tasty.
The videos on Walmart Cookshop let viewers make certain choices to customize the ingredients in each recipe. For example, Jamie Oliver’s veggie quesadillas video lets you select among scallions, red bell peppers, or both.
The campaign was a massive rollout, full 360, with 120 customized assets for TVC, in-store, radio, print, OOH, social media, and online ads.
Client
Walmart
Project
Cookshop
Scope
Launch. TVC, retail, interactive ads, shoppable videos, radio, print, scaled across Instagram, Pinterest, Meta, YouTube
Evergreen ad introducing the show.
Sophia Vergara directed by me via Zoom during the pandemic.
