“Spreading good taste”: An integrated marketing communications campaign for Inquirer Kitchen

• Main Author: Resurreccion, Karl Angelo C.
• Format: text
• Language: English
• Published: Animo Repository 2020
• Subjects: Inquirer Kitchen (Web site)—Marketing; Food—Computer network resources—Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/6257; https://animorepository.dlsu.edu.ph/context/etd_masteral/article/13309/viewcontent/Resurreccion_Karl_11791799_IMC_for_Inquirer_Kitchen_2_Redacted.pdf
• Institution: De La Salle University

Inquirer Kitchen is the microsite supplement of the Lifestyle and Food section of the Philippine Daily Inquirer (PDI), one of the leading broadsheets in the Philippines as well the latter’s digital counterpart Inquirer.net, one of the leading new websites in the country. Inquirer Kitchen was launched in October 2020 and is the home to 35-years-worth of food contents - covering an array of topics which include food business, kitchen-tested recipes, fun cooking and how-to videos, restaurant and food delivery recommendations, and the latest food news and trends. The launch of the website came about after interest in food grew during the COVID-19 Pandemic, the growth of online food delivery and food grocery services, and Inquirer’s initiative to have a hub for anything food and expand Inquirer Lifestyle’s market . This is also one of Inquirer's game plans to combat the banning of third-party cookies in 2022 - drawing inspiration from the strategy of The New York Times and The New York Times Cooking. The marketing communications campaign is designed to drive unique users from the Millennial generation (Generation Y) to the website in the duration of the campaign. Free or paid subscription activities are not included in this paper. The theme line "Spreading Good Taste“ will be used from the big idea "Inquirer Kitchen is my source for anything food, because of its rich catalogue and well-crafted contents curated for my taste." The materials that were created will be positive, warm and encouraging to appeal to the target market, which is millennial food business owners, and trigger a sense of relaxation and enjoyment as one feels when going home while converting a positive message. The media placements would be heavy on organic, paid, and experiential digital and social media channels with an addition of print placements from The Philippine Daily Inquirer (PDI) and Inquirer.net to maximize internal mileages and other affiliate marketing initiatives. The plan will run from January 2021 towards the end of June 2021, utilizing a budget of P286,360.00 (excluding media value from owned and shared assets) for online channels. The strategy is to drive the target market to the website through other digital and social media touch points. Analytic tools will also be utilized to monitor the performance and results of the campaign which include Google Analytics, Facebook Analytics and Instagram Insights.