The idea: Wolf believes in the power of the home-cooked meal.

This idea came to life as a movement called “Reclaim the Kitchen” to re-galvanize the American family around the joy of home cooking. Wolf shares its philosophy on the cultural problem and aims to help cook up inspiration and unite families over breaking bread (or rather – simple, delicious dishes).

Reclaim the Kitchen is a fully integrated campaign promoted through video seeding, PR, influencer partnerships, and social media. The program launched on February 10, 2015, with two full waves of content pushed live and in market by the end of the year.

A video that artfully engages audiences in the issue and joys of home cooking was at the center of the program launch. The viewer's point of view is that of active participant, sitting at a dinner table, or making sumptuous dishes. The video is a wealth of information, from statistics to suggestions, created from the very driver of the conversation: food.

It ties to a website, reclaimthekitchen.com, that is the hub where online users are driven from all related media and can find a series of resources like mobile apps, foodie blogs, and recipes to help cooks of all skill levels.

In 2015, the launch video and the six videos in phase two have been viewed more than three million times. The movement garnered more than 3 million earned media impressions, appearing in nearly 200 articles. Socially, thousands of likes, shares, and comments in the form of personal stories and inspirational messages were generated.

Research proves that Wolf gets credit for the communication (82% associated the video back to Wolf) and is seen as a brand that cares about good food, cooking, and family. 83% liked the launch video vs. the long-form video norm of 57% and 80% reported that the topic was personally relevant vs. the norm of 56%.

Most encouraging, Wolf is appreciated for sharing its philosophy instead of pushing products. The content is motivating and inspires viewers to act. 70% of respondents were persuaded to make more meals at home and 89% felt they would consider Wolf when in-market.