Two months ago, you know what wasn't on my mind? I mean, a lot of things, but you can include "making my own versions of Dole Whips and Ikea meatballs.
But now? I want to make them all.
As you might have noticed, companies have all types have been releasing their recipes in recent weeks, as customers were stuck at home and longing for...Pret a Manger’s Mac and Cheese, apparently.
It obviously breaks a decades-long approach of brand recipes being highly prized secrets (though no word on those herbs and spices from the Colonel), but it also highlights an important shift.
Today's best brands know it's more important to be part of your life than to be the guardian of trademarked secrets. Maybe they've also realized that when thousands of disaffected teens are taught how to make something as part of a summer job, maybe it's not that secret anyway.
I'm not going to lie, this is one of my favorite trends to come out of the marketing response to the quarantine era. It's simple, it's generous in spirit, it's shareable and it's basically free publicity.
Which recipe do you wish would be released next? Let me know at the email below or at @Griner on Twitter or @DavidGriner on Instagram.
Top 3 Recipes I Want Released:
3. Reese's Peanut Butter Cup. Yes, I've tried making peanut butter cups at home. Yes, they were gloopy trash.
2. McDonald's McGriddle. I know it's basically a sandwich with pancakes for bread, and I'm at peace with that, but there's more to it! How do they make it so holdable yet sweet?!
1. Great American Cookies cookie cake. I've tried making homemade cookie cakes a dozen times and they're all trash, burned at the edges and just weirdly lumpy. Tell me your secrets, my food court consigliere!
David Griner
Creative and Innovation Editor, Adweek
David.Griner@Adweek.com
