Metaverse for Everyday Cooking | Nutralite’s Innovation

World’s first experiential cooking show in the Metaverse

The Missing Ingredient in Everyday Cooking

We all appreciate food, and for many, cooking is a cherished passion. Yet, the daily grind of meal preparation can become repetitive, especially for mothers and homemakers striving to delight their families. Recognizing this challenge, Nutralite, a beloved kitchen staple in India, sought to revolutionize everyday cooking. They tasked us with finding a solution to inspire creativity and innovation in the kitchen. Our mission was clear: infuse positive emotions into the cooking experience and establish a lasting connection for Nutralite with its consumers.

From a Mundane Chore to a Delightful Experience

Cooking is often confined to traditional recipes, lacking novelty beyond mundane online videos. In our quest to engage our target audience innovatively, we envisioned an interactive media experience that would offer something unique. Our aim was to achieve widespread engagement through curated experiences, leveraging technology as a strategic ally. We embarked on creating the world's first experiential cooking show in the Metaverse, uniting thousands of cooking enthusiasts.

However, we faced a significant challenge: introducing the Metaverse, a novel and potentially daunting technology, to our audience. Our approach centered on designing an experience that prioritized audience comfort and excitement, ensuring they felt at ease while exploring this new frontier.

A Never-Before-Seen Avatar of the Metaverse Is Born

To achieve our objectives, we conceived Nutraverse—the world’s first cookery show in the Metaverse. By seamlessly blending the joy of cooking with the excitement of virtual exploration, our goal was not only to engage consumers but also to pioneer a new era in culinary storytelling.

To build familiarity, we enlisted renowned celebrity chef Sanjeev Kapoor as the campaign ambassador. His digital avatar actively invited users to participate in a cooking contest by submitting recipes across three categories via a dedicated microsite.

Supported by a strategic outreach plan, influencers and relevant communities rallied for public votes. The initiative garnered over 32,000 votes to determine the best recipe across all categories.

And ‘Nutraverse’ Becomes a Culinary Melting Pot

The campaign peaked with Nutraverse, attracting over 34,000 participants from the target demographic. The virtual space featured a selfie booth, gaming arenas, and other activities, providing an immersive experience akin to a large-scale event. For many, this was their first Metaverse encounter.

The contest concluded with Chef Sanjeev Kapoor announcing the winners. Before the reveal, he showcased culinary brilliance by creating diverse dishes in real-time, offering a unique experience. Influencers shared real-time updates, amplifying the campaign’s impact. To include those unable to join live, the event was live-streamed on YouTube, extending its reach.

The campaign reached 18.56 million users and set up the world record for the first ever cookery show hosted on the metaverse.