Video meals community Tastemade along with Kellogg’s Corn Flakes have launched a marketing campaign and competitors, “Baking a Distinction.” The marketing campaign requires 5 bakers to compete for the very best vacation cookie recipe, a part of the media firm’s objective to encourage its audiences to take motion from its content material.

For the competitors, 5 bakeries throughout the U.S. have been picked to compete for the very best cookie recipe, incorporating Kellogg’s Corn Flakes.

Collaborating bakeries embody Fats and Flour from Los Angeles, CA, The Candy Boutique from Houston, TX, Huge Fats Cookie in Chicago, Il, Crust Vegan Bakery from Philadelphia, PA and Sugar Shane’s from Atlanta, GA. In line with Tastemade head of associate expertise and operations Al Hawes, Tastemade prioritized deciding on minority or women-owned bakeries.

“We consider that manufacturers must transcend promoting and encourage folks to take motion,” Hawes mentioned, including that audiences look to Tastemade’s content material to attempt one thing new, with 80% of Tastemade’s streaming viewers making an attempt a number of of its recipes.

The marketing campaign highlighting the bakeries and the competitors is presently dwell throughout social platforms corresponding to TikTok and Instagram, together with the social channels of Kellogg’s and Tastemade.

The perfect recipe can be judged by RuPaul’s Drag Race choose Ross Mathews in a brief video produced by Tastemade, the winner may even get $10,000 to donate to a charity of alternative, and TikTok creators can be challenged to make use of the recipe.

The video, showcasing all 5 cookies and saying the winner of the Corn Flakes Vacation Cookie Sleigh competitors, can be launched in late December. Media company Starcom, which has Kellogg’s as a consumer within the U.S., labored on the marketing campaign.

“With the economic system being the best way it’s, there’s an actual concentrate on ensuring you’re reaching the fitting viewers, the viewers that’s going to take motion in opposition to your messaging and the place it’s not about promoting however really about inspiring,” Hawes advised Adweek.

That is the primary time Tastemade has labored with Kellogg’s, it’s additionally the primary time the media firm has run a vacation bake-off competitors.

“At any time when we will mix head, coronary heart and soul, we discover that we will actually resonate with our viewers,” Hawes mentioned. “That’s actually the Tastemade distinction.”

Final month, Tastemade launched a brand new streaming channel, Tastemade Residence, geared in the direction of owners and renters. Adweek reported it noticed a greater than 80% year-over-year enhance in views and engagement in its residence social channels. At present, Tastemade has greater than 300 million month-to-month viewers on digital, cell and streaming TV and 700 million minutes of its content material is watched every month, in response to the corporate.