Joy of Cooking and Pinterest

In this fast paced society that we are becoming accustomed to, it seems as though we no longer have time for everyday tasks, such as cooking. As a millennial, I cannot remember the last time I used a cookbook to search for a recipe. Instead, I tend to look up recipes on the internet that incorporate a few ingredients that I have on hand. I have found that this method saves me a significant amount of time because I am not finding an arbitrary recipe, going to the store, picking out ingredients, and coming home to cook. This thought process begs to ask the question: What have traditional printed cookbook companies done to make sure that they stay at the forefront of consumer’s minds in this digital era? More specifically, how has Joy of Cooking used Pinterest as a vehicle to spread brand awareness?

For as long as I can remember, my mom has had her copy of Joy of Cooking on our kitchen shelf. She claims that it is her “cooking bible” because it not only offers traditional recipes, but it also presents the basics of cooking, like how long to cook roasts or how to prepare a turkey for Thanksgiving. For years, it has set itself apart as a go-to guide for all your cooking needs. Keeping with their fundamental ideas, Joy of Cooking’s Pinterest page offers three boards - Instructional Videos, How-To, and Helpful Tools for Busy Cooks - that offer beneficial tips and tricks for cooks of all abilities.

From their almost 20 boards on Pinterest, Joy of Cooking has two boards in particular – From our Blog and Joy News – that offer interested consumers a simple way to access their main website for even more recipes and useful material. Joy of Cooking demonstrates that it has kept up with the changing cultural trends by offering a Gluten Free Goodies board for those leading a certain lifestyle. It even provides two boards – Rombauer Vineyards and Food & Wine Pairing – that aim to attract the attention of wine connoisseurs.

Overall, Joy of Cooking has done an exceptional job of preserving its identity as a reputable source for all cooking and kitchen needs by repositioning itself through social media marketing to continue to appeal to consumers and stay at the forefront of their minds.