Nestlé Recipes is a platform by Nestlé with a mission to safeguard the power of recipes, the decades-long legacy of each dish, and the familial connection it carries. There's a common belief that sharing a meal used to be truly remarkable, and now science has validated this. Recent research suggests that such experiences create profoundly emotional memories that can transport us through time. As a guardian platform of thousands of recipes that make these moments special, going beyond just listing ingredients and steps, Nestlé desired for Nestlé Recipes to showcase its full potential.

To expand the reach of the Nestlé Recipes platform, which aimed to go beyond just providing recipes, we created the Unforgettable Recipes initiative, focusing on helping Alzheimer's patients reconnect with the present through recipes from the past.

We selected a renowned chef to recreate meals with aromas and flavors from old recipes that had marked the lives of people with Alzheimer's. Through cooking techniques, we ensured helping patients reconnect with forgotten emotions and experiences, thereby improving their quality of life.

We also considered the tablecloths, plates, forks, and knives—every aspect of the setting. In partnership with the IAB, we filmed the experiment and amplified it through cinemas, social media, and PR, emphasizing the message "Nestlé prepares recipes that have impacted the lives of Alzheimer's patients to highlight the power of food in reclaiming emotional memories." Finally, we invited people to replicate the experiment using the recipes available on our website.

Our central strategy was to demonstrate that sharing a meal not only nourishes our bodies but also our emotions, utilizing the Nestlé Recipes platform as a key component. Through analysis of studies showcasing the power of food in retrieving lost memories, we had the insight to use recipes to help Alzheimer's patients reconnect with the present. We selected a renowned chef, conducted interviews with Alzheimer's patients and their families with the assistance of the IAB - Alzheimer's Institute Brazil, and utilized Nestlé's recipe archive. We established a partnership with the IAB and created a film showcasing the entire experiment. Subsequently, through cinemas, social media, and PR, we amplified the main message that Nestlé, by preparing recipes that have impacted the lives of Alzheimer's patients, demonstrates the power of food in recapturing emotional memories.

After interviewing each participant and discovering their favorite food, we hired a renowned chef to meticulously recreate the meals. From the most instinctive preparation methods to the types of ingredients used, every detail was carefully calculated to ensure that the final result of the food would reconnect each Alzheimer's patient. Additionally, it took over 40 hours of filming to produce a powerful 4-minute content piece, where each person with Alzheimer's simply recalls important moments in life. Finally, this content was showcased in cinemas, on social media, and in PR for a week, inviting people to replicate the experiment at home by following the recipes step-by-step on our website, making our platform more collaborative than ever.

94% more reactions on social media

106% more engagement on social media

190% more sharing on social media.

58% more organic growth on social media.

118% more organic comments on social media

Highest positive comments rate ever.

94% increase on the CRM registration intention.

Highest new user registration rate on record, 40%.

10 million new accesses on the site.

The film had more than 9M views.

Searches for the brand increased 100% on Google.

We remind an entire country that cooking is a daily therapy. But the best result was seeing Julio, one of the experiment participants, pick up his harmonica again after 3 years. 'I don't know how to play the harmonica',he said before playing his beloved instrument once more.