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Hearst’s Delish, in partnership with PMG and director Nikki Ormerod through ArtClass, has launched the integrated “Now We’re Cookin’” campaign to support the rollout of the Delish app and position the brand as a confidence-building cooking companion. Responding to the overwhelm of endless online recipe inspiration, the campaign reframes cooking as a fun, low-pressure, and achievable everyday experience by focusing on approachable, tested recipes designed for real kitchens, schedules, and skill levels. Across energetic, sensory-driven storytelling featuring rhythmic kitchen sound design and craveable food visuals, the work captures the moment cooking shifts from intimidating to enjoyable. The campaign spans TV, influencer content, digital, out-of-home, and in-store retail activations, including QR-enabled grocery displays, reinforcing Delish as a practical tool for discovering, saving, and executing recipes with ease while turning inspiration into action.
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