What's Cooking?

Sustainability as a unifier

Today connected the strategic search for a unifying factor to the realization that, these days, a player in the ready meals and fresh savory food sector has to take a stance on sustainability. After all, what we eat affects our planet and every living being on it. Today helped Ter Beke integrate clear sustainability ambitions into their purpose and formulate a set of shared values, subsequently creating a new name to match that story and identity. Thus, What’s Cooking? could make its sustainability commitment known to the world, as well as having a daily reminder of its ambition: becoming an exemplary leader and increasing the appetite for tasty food crafted with care both for people and planet.

Numerous expert solutions

What’s Cooking? is a flavorful way of asking what’s going on. It expresses hunger: a curiosity about how the world is evolving, combined with a passion for food. That passion is also evident from the logo that Today created. Called ‘The Stir’, it represents continuous movement, with different layers hinting at the wide range of products, from deli slices to lasagne.

Onlyhumans applied the tone of voice developed by Today, adding flavor and a pinch of positive expectation to the What’s Cooking? web content, which they also translated from English to French, Dutch and Polish. Who Owns The Zebra took care of whatscooking.group’s UI design and development. The new company site integrates and replaces several formerly autonomous company websites and offers a harmonious balance between information about What’s Cooking? on the one hand, and the people and products behind it on the other.

The launch – and beyond

Today, Who Owns The Zebra and Onlyhumans supported the internal What’s Cooking? launch to the 3,000 employees on various locations, with gadgets, presentations, videos and other content. In addition, the agencies took care of the external launch, with social messaging, mailings, and so on. There was considerable time pressure on the project, but the close collaboration between the 62MILES agencies provided What’s Cooking? with peace of mind. And there was a sequel to this delicious story, too, as What’s Cooking? asked Fantastic to revamp their employer branding, while calling on mortierbrigade to assist with the launch of a new product for one of its major brands.