In Mexico, many have strong passion for cooking – it is seen as an enjoyable experience of personal expression.

Yet, Arthritis diagnosis is also 60% higher in Mexico than in the rest of the world.

Due to the pain it causes in their hands and joints, many people must stop cooking.

Recetas Nestlé just became the most visited culinary websites in Mexico ( >7MM monthly)

It is a complete culinary ecosystem for those passionate about cooking who also face the challenges on the everyday cooking mission.

The platform has a renewed strong purpose: MAKE EVERYDAY COOKING A HOLISTIC WELLBEING RECIPE FOR THEIR LIVES, aiming to empower them by helping bring down any barriers they might face when cooking.

As an ally of Mexican cooks, Recetas Nestlé wanted to help those who felt they could no longer cook, due to this autoimmune disease, realize there was another way to fight it.

“A physiotherapy session while cooking”

Physical therapy is a recommended treatment for Arthritis to manage symptoms, increase mobility and improve physical function.

Diet also plays a key role to help mitigate inflammation.

The art of cooking has many movements that mimic physical therapy gestures used to help the rehabilitation of the motor skills in your hands, which can benefit how you perform other daily tasks. The recipes you choose to cook can also incorporate foods that have anti-inflammatory capabilities to help reduce symptoms.

We want to make people’s passion their therapy.

More than an ally, we want to be a reliable hacker to fight the issue.

In partnership with a physical therapist, a dietitian, and a chef, we created a series of arthritis friendly recipes that combine hand movements and the right ingredients to help people coping with arthritis, so they don’t have to give up on their passion.

The best way to keep cooking is just cooking!

Our strategic vision is to launch the new purpose in a non-obvious way and with real impact on people's lives.

Arthritis is one of the 10 main reasons for consultation and disability in the Mexican Institute of Social Security (IMSS). We found that 11.7% of women and 8.7% of men between the ages of 35-50 years old suffer from rheumatoid arthritis in Mexico.

Leading us to discover that this autoimmune disease is impacting 34,7 million households across Mexico and 79% of these homes cook 7 days a week.

We found that these home cooks make up 70% of the monthly visits on the Recetas platform (4.9MM), many of whom are most likely suffering from or recently diagnosed with arthritis – so with the Recetas platform, we have the means to organically reach them and help.

We created a Landing Page with information about this disease, which includes:

- 30 recipes created by a nutritionist, a physiotherapist and a Nestlé Chef, integrating different anti-inflammatory ingredients and exercises that can help relieve the pain caused by Arthritis. Each recipe contains different hand exercises for users to make while cooking.

- Editorial notes with relevant information about symptoms and exercises for people with arthritis.

- Media campaign on Facebook to amplify the recipes and the campaign information.

- Organic Digital campaign

- Influencer amplification: A celebrity with arthritis that is helping amplify and generate awareness about this initiative in México.

- PR amplification through media notes in México.

- Press Release to generate awareness on the initiative

- Campaign Launch: Apr 10th.

- Live campaign: until may 15th

The impacts after one week of publication are incredible: +42.8% new visitors!

Recetas Nestlé has the vision to improve people's quality of life, with a mission of increasing consumption of home-made food and frequency of visits to the site, contributing to the business objective of repositioning from special occasions to everyday recipes. With these very good first results in mind, we will continue to help people coping with arthritis, so they don’t have to give up on their passion for cooking.