Baked goods are taking over social media as amateur chefs flood timelines with images of banana bread and homemade sourdough. Nestlé Toll House—best known for its chocolate chip cookies—has stepped into the baking ring with its “Remix The Original” competition to find the most creative recipe containing its famous chocolate chip morsels.
Until May 20, home bakers were able to submit their unique recipes for the contest. The brand chose eight of the best submissions and put them head-to-head in a bracket-style tournament, with a “chocolate banana bacon strudel” recipe taking top honors. The winning recipe will be perfected by a Nestlé pastry chef and published on the brand’s recipe site. The grand prize winner also receives a year’s supply of chocolate chips and a gift basket of baking supplies.
Nestlé has a strong following on Facebook as users congregate to recipe videos, but overall the brand lacks social media prowess, according to a Gartner report on the topic. To further grow its social media following, Nestlé used Instagram for contest submissions. To enter the contest, fans could submit recipes as a comment on the brand’s May 15 “National Chocolate Chip Cookie Day” post by writing “My Contest Entry”, tagging a friend in their comment, and following the brand. Nestlé’s competition could tap into the ingenuity of home bakers by creating an initiative centered around kitchen creativity. Indeed, fans quickly flocked to the post to submit recipes for everything from chocolate chip bagels to dark chocolate bolognese sauce.
Nestlé is adding a competitive twist to its digital marketing strategy as quarantine baking goes mainstream. While millions of Americans have turned to baking for stress relief during the pandemic, Nestlé could give fans the chance to connect digitally through a lighthearted, tasty competition while also upping its social media game.