Daily Insights

Pinterest Prepares a Plate

By: Mackenzie Baker | Jul 27, 2020

The restaurant industry has suffered during the Coronavirus pandemic, with lockdowns and social distancing greatly impacting business. Pinterest is now lending a hand to those in the industry by hosting a flavorful showcase that teaches viewers how to make famous chef’s popular recipes. 

Chefs At Home features 30 of the top culinary talents in America preparing dishes in their home kitchens. The chefs will create original cooking videos that give viewers a step-by-step tutorial on how to create one of their signature dishes. Each video will be available on Pinterest in the Chef At Home section as well as on the Today tab, with a new video launching every Thursday for the next six weeks. Pinterest will announce each week’s special chef on Instagram and Twitter. For the series’ launch on July 16, Pinterest released a short video with clips of the mouth-watering dishes and a sneak peak at some of the guest chefs, which include Food Network’s Giada De Laurentiis and autor Andrew Zimmern. 

Since the Coronavirus pandemic began, Pinterest has seen a rise in searches for “easy at home recipes”, with 60% of Americans cooking more at home in the past few months. As cooking has become the skill of choice for many consumers to learn in lockdown, it makes sense that Pinterest would concoct a campaign categorically targeting this growing audience base, according to a Gartner report on the topic. Chefs At Home could appeal to these new home cooks as they can watch the videos of professionals making simplified dishes and mimic those teachings in their own kitchens. 

Pinterest also added a charitable component to its Chefs At Home campaign by donating $300,000 in free advertising to several food-based charities, including No Kid Hungry and Relief Opportunities For All Restaurants—a nonprofit raising money for out-of-work hospitality workers during the Coronavirus pandemic. The initiative aims to make up for a portion of the economic loss and job insecurity plaguing the restaurant industry during the crisis, particularly as many restaurants remain closed around the country. 

Chefs At Home taps into the blossoming home cooking trend that has captivated many homebound Americans. Rather than leaving novice chefs to figure things out for themselves, brands should take some notes from Pinterest’s recipe book and offer them cooking tips and recipes from esteemed chefs on a silver, digital platter.