Everyone knows that Makro offers inexpensive products in bulk. But did you know that foodies, gourmets and amateur cooks will find everything they need for master-class cooking? Hardly a surprise as Makro can boast more than 40 years of experience as the partner of choice for professionals. To spread the word, Makro came back to us at the end of 2019, asking us to develop their Cook like a pro concept.
Ann Kuppens, project manager: “Cook like a pro is the story of iconic fresh produce both online and offline: ultra-fresh scallops, Obsiblue shrimps, the finest game, the best Stilton cheese or cress, spicy germinated leaves. Quality products combined with tips & tricks at the level of professionals. We produce up to three dedicated e-letters a month about a specific theme. We come up with the concept, get the products from Makro, put our chefs and food photographers to work and write a great storyline. If it comes with a bit of flavour and luxury, even better. We deliberately do not provide recipes, but inspiration, knowledge and tips & tricks about, say, Bouchot mussels or Eryngii, the Japanese royal oyster mushroom. This e-letter goes out to diehard foodies."
Along with the e-letter, we also produce customised content for the Makro leaflet, the blog and social media. Everything can be recognised by the red label Cook like a pro. In addition, our motion designer Jidse often creates stop motion films to let the world see our iconic products. By now, we have worked on some 60 themes, and we have just as many in the pipeline.
Bart Verbeeren, senior digital designer: "Our first digital magazine saw the light of day at the end of last year.” That was a compilation of five highlights from the past year to inspire foodies for the end-of-year celebrations. So this is another example that if you create quality content, there are lots of ways to use it. It always provides a nice opportunity to connect with the target group, like foodies here. We have now started a magazine full of highlights for the summer."
Frédéric Cruyt, Makro’s Head of Marketing: "By using reader feedback and data gathering, we can better understand and respond to the needs of consumers. That lets us respond with the right content at the right time and run more targeted promotions to fit with the target audience. With Cook like a pro we are reaching new foodies while at the same time working for the existing target group, where new information is always an added value."
Check all iconic products
www.makro.be/cook-like-a-pro
The magazine
Cooklikeapro.makro.be