A Cookbook to Combat Inflation: Here’s how a brand helped consumers beat high prices!
| From the desk of Miles Everson: Hi! I’m thrilled to share with you another case study that highlights the effectiveness of guerrilla marketing. For those of you who may not know, guerrilla marketing is an unconventional strategy that motivates marketers to interact with audiences in a unique and memorable way. </p> I am a huge fan of this strategy because it inspires marketers to come up with creative and meaningful ways when reaching out to their target audience. For today’s case study, I’ll be putting the spotlight on a brand that leveraged guerrilla marketing to help address a societal issue. Ready to know more? Continue reading below! |
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A Cookbook to Combat Inflation: Here’s how a brand helped consumers beat high prices! Food insecurity is an issue countries across the globe continue to grapple with. According to the World Bank , both conflict and weather-related events continue to disrupt the flow of food among various nations, while inflation has further exacerbated the problem by driving up food prices across nations of all economic levels. More importantly, inflation has also impacted food security as countries across all levels of wealth continue to be impacted by rising food prices. Even in wealthy countries like Canada, the impact is significant—nearly 17% of Canadians experienced food insecurity as of 2022. This economic pressure forces many Canadians to opt for less expensive food options, which typically means more processed, packaged products with lower nutritional value. Enter the Inflation Cookbook —a simple but effective tool that helps consumers eat healthy and navigate inflation! An Easy Way to Shop for Affordable Food SkipTheDishes (now known as Skip ) is a Canadian online food delivery service and was the brain behind the Inflation Cookbook. It partnered with Dentsu Canada to help in generating buzz for the tool. The Inflation Cookbook is an online tool designed by the team at Skip and released in 2023. It predicts the biggest price drops of the week and generates chef-inspired and nutritionist-approved recipes based on those ingredients. The Inflation Cookbook is an online tool designed by the team at Skip and released in 2023. It predicts the biggest price drops of the week and generates chef-inspired and nutritionist-approved recipes based on those ingredients.
What’s more? Alongside the launch of the Inflation Cookbook, Skip announced that it evolved its long-standing partnership with Food Banks Canada in supporting those who faced financial hardship due to rising prices. Surplus food was also donated to local food banks all across Canada. So… was the tool a success? The answer is a resounding YES ! According to data from Dentsu, total savings for Canadian families may have reached over USD 21 million by December 2023. Also, over 28,000 made use of the app and it earned over 400 million impressions and 355+ pieces of press coverage. As of April 2025, the web-based tool still works. All a user needs to do to check the latest price drops is to visit the Inflation Cookbook’s website . Lastly, the Inflation Cookbook garnered citations from awards-giving bodies like D&AD , The One Club , Cannes Lions , and Clio Awards . — Food insecurity is a problem many countries and families struggle with. By creatively leveraging consumer data, Skip was able to create a tool that helped many families navigate the struggles of a highly inflationary economic environment. Creating the web-based tool enabled Skip and Dentsu to shed light on a societal problem that deserves government action and the public’s attention. All in all, this was a campaign that generated brand awareness by coming up with a solution for a problem that many people struggle with. The bottom line? Generating positive attention for your brand while simultaneously doing a public good is achievable. All that’s needed is a deep understanding of your target audience’s struggles and putting a creative spin on the solutions. Hope you’ve found this week’s guerrilla marketing insight interesting and helpful.
Stay tuned for next Thursday’s Gorillas of Guerrilla Marketing! Do you want to know how one tech brand’s “power move” turned Apple fans into ambassadors of a different brand overnight ? See it in next week’s article! |
Miles Everson
CEO of MBO Partners and former Global Advisory and Consulting CEO at PwC, Everson has worked with many of the world's largest and most prominent organizations, specializing in executive management. He helps companies balance growth, reduce risk, maximize return, and excel in strategic business priorities.
He is a sought-after public speaker and contributor and has been a case study for success from Harvard Business School.
Everson is a Certified Public Accountant, a member of the American Institute of Certified Public Accountants and Minnesota Society of Certified Public Accountants. He graduated from St. Cloud State University with a B.S. in Accounting.
