Project Description
HAWTHORN BY WYNDHAM: HOMEMADE@HAWTHORN
BRIEF
Homemade @ Hawthorn was designed to complement the extended stay nature of the brand. The goal of this program has been to encourage guests to use their in-suite kitchens to make their stay feel more like home. nm+u was tasked with helping to evolve the program to better align with the needs of busy travelers.
CHALLENGE
Since the program’s inception, Hawthorn worked with all-star chefs to create custom recipes that were easy to follow, fun and delicious. However, because we understand cooking while traveling can be challenging, the evolution of the program needed to focus on cooking smarter and easier, giving travelers more choices as well as assistance for eating well on the road.
SOLUTION
nm+u created a new focus for the H@H program, to help guests create quick meals, maximize everyday ingredients and make shopping easier through recipe categories including: “How to Use One Ingredient Three Ways,” Making Ordinary Extraordinary” and “Five-minute Meal Prep.” We worked with celebrity chef, Robin Miller, to produce, film and edit branded videos with her custom recipes as well as additional support content consisting of short tasty-style recipe videos. To supplement the campaign, a branded cookbook for both print and digital distribution was created along with custom kits for properties to celebrate the campaign launch and generate excitement with guests.
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