RedMart creates edible cooking show with live stream on Facebook

Lazada's online supermarket RedMart has launched a cooking show with a twist. Collaborating with creative partner The Secret Little Agency (TSLA), the online supermarket created an edible cooking show where 25 handpicked viewers get to taste the dishes cooked on the show.

Bringing on board local chef Bjorn Shen, the show titled "Eat This Show!" will be live streamed on Facebook. While chef Shen whips up his signature dishes using RedMart products, 50 servings of the dishes will be delivered to 25 viewers to taste what they are watching on screen. In a statement to Marketing, a RedMart spokesperson said viewers are encouraged to submit orders on the comments section to be picked for the order. In addition, viewers are also able to click through to the recipe page and order the ingredients using the Lazada app, to recreate the dishes at home. The show first aired on 16 and 18 October, which saw 10,000 users tuning in. The show will continue to air on 23 and 25 October 2019.

Michelle Yip, CMO of Lazada Singapore said this cooking show with TSLA was aimed at bringing the company's Shoppertainment ethos to life and encourage customers to ‘Watch, Play and Shop’ on RedMart.

“We hope they enjoy the recipes and ingredients we’ve assembled for the purposes of showcasing how easy it is to order groceries online with RedMart and whip up a delicious, home-cooked meal,” she added.

Meanwhile, Ariel Lee, head of mothering at TSLA said: "Creating a cooking show that takes the food from screen to mouths isn’t just something that’s never been done – it’s also a great way of showing the world that RedMart’s products are fresh and delicious. Because when it comes to food, seeing isn’t believing. Tasting is."

Earlier this year, RedMart partnered up with a local hawker and gave away free bowls of fish soup for consumers to test if the fish it delivers are as fresh as promised. RedMart's brand marketing manager Tina Tan told Marketing then that the aim is for consumers “to positively associate RedMart with fresh grocery items, and increase adoption of fresh grocery items on RedMart. This was also part of its “Freshness Recognition” campaign launched in January 2019 to highlight RedMart’s capabilities in delivering the “freshest” items for its customers.