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.

A second wave of Reclaim the Kitchen content helped evolve the conversation and go beyond just sharing Wolf’s philosophy to providing more ways to inspire others to get back into the kitchen. Six video interviews of passionate cooks from interesting and different backgrounds share their cooking perspective and personal “go to” meal that can be made from a few simple ingredients in a jiffy. The videos and corresponding recipes also live on reclaimthekitchen.com.