In this article:
- Sunbasket announced that it will be offering a special meal-kit based on a vegetarian recipe from Danny Seo’s new cookbook.
- The meal-kit will only be available between October 3 and October 13.
- It’s a kind of special offering that should be treated with special care from CRM Marketing standpoint.
If they place their orders for shipment between October 3 and 13th, Sunbasket subscribers can enjoy the taste of a Danny Seo original recipe rendered into a meal kit, Chipotle BBQ Carrot Sliders with Crispy Kale Chips. Sunbasket announced the collaboration that will allow people a nearly effortless taste of one of the recipes in Seo’s new cookbook, Naturally Delicious Dinners.
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In the press release, Sunbasket Executive Chef, Justine Kelly, observed: “Danny has been a longtime friend and fan of Sunbasket, and his expertise and devotion to healthy cooking made him the perfect partner for this new offering. This recipe felt like a natural iteration to our extensive meal lineup, helping our subscribers find easy solutions for healthy eating.”
Seo was also quoted, saying he enjoyed bringing his recipe to life in this way, and added: “I am eager to share this refined take on a BBQ slider and show how delicious and easy plant-based recipes can be.”
Why is this a FANTASTIC move CRM-wise?
First, because it feels 100% authentic to the brand’s values, which is key when attracting the “right” new customers. See, from a CRM point of view, new customers should receive dedicated treatment, taking into account the “what” which brought them in. New customers who came in just for the sake of a great promotion would be hard to retain. New customers that come for “the right reasons” (such as an authentic promotion) should be easier to retain.
Additionally, from a personal standpoint, my favorite part of this offering is the instructions for preparation that includes a section on what kids can do for it. For this recipe they can contribute in four ways:
Strip and tear the kale leaves.
Drizzle the kale with oil and season.
Time the cooking.
Place the buns on plates.
Kids are more likely to eat a meal they’ve contributed to, so giving them some way to participate in prep is a great way to get them to eat their vegetables. That’s a way to think about marketing the meal to children, but for the actual target customer, the health appeal, convenience, and FOMO inherent in a limited time offer are key.
“As we are continuing to offer our customers more delicious, plant-based meal solutions, we could not be more excited to partner with Danny Seo on this exclusive, limited-time meal kit,” said Consumers can skip the meal prep and grocery store trip with the Danny inspired Chipotle BBQ Carrot Sliders with Crispy Kale Chips recipe. The meal features seasonal and fresh, organic produce like carrots, cabbage, and yellow onion, and an array of spices and seasonings to create a mouthwatering vegetarian slider. The recipe starts with toasted brioche buns that are then stuffed with organic caramelized carrot ribbons and onions slathered in a smoky BBQ sauce. For a tangy side, Chef Justine Kelly pairs them with her baked crunchy kale chips sprinkled with tart sumac.”
“I thoroughly enjoyed collaborating with Chef Justine and her team to bring this recipe from my new cookbook to life for Sunbasket subscribers,” said Danny Seo. “I am eager to share this refined take on a BBQ slider and show how delicious and easy plant-based recipes can be.”
For a limited time, the exclusive Danny Seo x Sunbasket meal kit will be available at Sunbasket.com/danny starting on September 8 and offered for three consecutive ship weeks: October 3, October 10, and October 17.