The "EBLY cooking with kids "contest started with an EBLY cover sampling including information about EBLY wheat grains and how to participate in the cooking contest. Families sent in their favourite EBLY dishes and readers voted for them. This mechanism started a word-of-mouth process within the core target and increased EBLY's trial rate.

The response rate of the EBLY cooking contest was one of the best the magazine "Familie&Co" ever had. Sales rates increased up to 13%.