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Iceland launches Daily Dish home-cooked video recipes campaign

David Murphy

UK supermarket and frozen food chain Iceland, has enlisted UK families to film cookery videos from their own kitchens as part of a dedicated lockdown videos series created to help families eat well on a budget during the current COVID-19 crisis.

The Daily Dish campaign, managed by media agency the7stars, sees content supplied by parenting specialists Channel Mum Studios air across Iceland’s social channels. The content – featuring four of the UK’s leading family social media creators – will launch at 2pm today on Iceland’s Facebook, Instagram and YouTube channels and on a dedicated hub on Iceland’s eCommerce site.

An initial set of 30, one-minute recipe videos will include family favourites and more adventurous dishes, such as chocolate cake made with frozen mashed potato. Videos are designed to be quick and easy to follow, making it simple for families to recreate the dishes at home.
New research from online parenting village Channelmum.com reveals that 74 per cent of families are cooking from scratch more in quarantine and half are experimenting with new dishes, in a trend dubbed ‘quarantine cuisine’.

“In the current climate, eating well on a budget is even more of a challenge than normal for families,” said Caspar Nelson, head of customer and marketing at Iceland. “Our new Daily Dish content will ensure families get access to easy, value for money meal ideas and inspiration in tough times.

“Videos will be published on Iceland’s Facebook, Instagram and YouTube channels and a dedicated hub on Iceland’s ecommerce site to make it easier for families to recreate recipes. Currently footage is being shot safely and remotely in the creator’s homes, while post-production is also completed remotely by the Channel Mum Studios team.”

Kerry Whelpdale, one of the Daily Dish chefs said: "Lockdown life means every family is cooking so much more than usual. These Daily Dish recipes help make cooking easy for everyone, from the stressed-out home-schooling parent to the inexperienced first-time chefs. I really hope the videos encourage families to get creative in the kitchen and even use each one as a cookery class to create delicious meals at affordable prices."

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