The recipe space is overcrowded in TikTok. Many creators get super innovative on how they create recipe content and the clutter and sameness seems to keep growing. Kraft needed to create recipe content that stands out from the rest and entertain viewers, as well as be as native and natural as possible to the platform.

Instead of creating regular creator led recipe content using Kraft cheese, we decided to create music videos where the song lyrics are the recipes and the creators are the music video stars, cooking the recipe. We wrote the recipe lyrics and teamed up with Llunr, a musical TikTok creator to record them, and Milad and Melissa, TikTok's favorite young couple to bring the musical recipes to life.

Each song covers a recipe that people can follow while listening to the lyrics (the recipe) and dancing and enjoying. We created 4 recipes each to cater to a different easy to make meal/snack in which Kraft cheese can enhance. The music video TikToks were posted on @mealswithkraft for people to be able to refer back to and create the meals, or simply enjoy the songs - as well as a pushed paid media to appear in TikToker's feeds.

Each song was inspired by music that is popular on the platform, or went viral with the help of it. We modeled the 4 tracks in 4 different genres, wrote the recipe lyrics in a fun and comedic way and had Llunr perform them to perfection, making them feel and sound like real enjoyable music.

Once the tracks were completed, we had our creator couple prepare the meals in a music video, graphic filled, TikTok native manner for everyone to enjoy - resulting in 4 original tracks, 4 music videos and 4 easy to make recipes using Kraft Cheese.

The 4 music videos were viewed over 34 million times combined. With a benchmark beating View Through Rate of 20%, mountains of positive comments (see case study video and board) and most importantly a 3.6% sales lift during the running of the campaign (was the only campaign running for the brand in the region at the time).