WeCook

The objective

Reaching new audiences with a fresh approach

WeCook is a Canadian meal-subscription brand focused on fresh, ready-to-eat meals. Known primarily in Quebec, the brand had already built a stronghold in French-speaking markets and was running evergreen TikTok conversion campaigns. For its next step, WeCook sought to break through to English-speaking Canadians, especially in Ontario, with a moment that would cut through the noise, spark curiosity, and make the brand memorable.

The solution

Making everyday meals unforgettable with high visibility placements

To stand out in Ontario’s crowded meal-delivery landscape, WeCook needed more than another digital ad. They looked to TikTok’s creative and high-impact solutions and launched their “Fresh Made Famous” campaign using Out of Phone. This allowed for app content to be transported to high-traffic Toronto screens at key commuter touchpoints like Dundas Square, Union Station and the Financial District.  Extending TikTok’s familiar look and feel into a real time setting, and introducing WeCook to new audiences in a way that felt fresh and participatory. Simultaneously, they also ran Ontario-targeted Web Conversion campaigns in-app, to drive acquisition and purchases.

Alongside the product integration, WeCook tapped its first national brand ambassador, and celebrated Canadian athlete, PK Subban, to front a series of quick, TikTok-inspired sequences - from unboxing a WeCook meal kit to stocking the fridge to savouring a freshly prepared dish. While the messaging reinforced that the meals were ‘Ready in 2 minutes’ and ‘Made to Enjoy’, the creative was designed specifically for TikTok and OOP screens, mirroring the energy and authenticity of on-platform videos.

Finally, the campaign also leveraged TikTok measurement tools, mainly a Brand Lift Study from the outset, to monitor shifts in purchase consideration and brand perception, alongside standard engagement and conversion metrics.

The results

Amplifying impact across audiences

The WeCook campaign exceeded expectations across visibility, efficiency and perception. Out of Phone placements amounted to 20M impressions, over-delivering ~830K impressions while reducing CPM by 4%. Plus, the Web Conversion campaigns targeted across Ontario achieved a 27% lower CPA during the promotion period, showing the halo effect of OOP on performance. Additionally, the Brand Lift Study results underscored the impact: a 2.5x lift in purchase consideration and a 7.5x lift in positive brand image among those exposed, both outperforming category benchmarks. From big screens to bigger outcomes, WeCook showed how TikTok not only delivers - but serves results!