From 1% to 11% Brand Awareness: How Wecook Built a Brand Worth Caring About | Chord

From 1% to 11% Brand Awareness: How Wecook Built a Brand Worth Caring About

Matthew Morein · Senior Director of Brand and Content, WeCook

WeCook grew aided brand awareness in Ontario from 1% to 11% after their first major brand campaign. Matthew Morein, Senior Director of Brand and Content at WeCook, breaks down how a performance-only company learns to build a brand worth caring about.

The Quick Hits

• Brand is what earns permission. The work WeCook put into its brand enabled retail and marquee collaborations.
• Durable beats overnight. Brands can thrive in discount wars with resilience.
• Reframing the value proposition from function to feeling enhances customer retention tactic.
• The best ambassadors are fans. Genuine enthusiasm multiplies returns.
• AI belongs at the edges of craft. WeCook employs AI for logistics, but real stories matter most.

From "ready in two minutes" to the magic of mealtime

When Morein joined, WeCook was focused on convenience. The differentiation came from tapping into Montreal's food culture, guided by their executive chef from Joe Beef. This emotional connection serves as a retention strategy, creating relationships that discounts can't undermine.

Brand as permission to expand

Morein argues that a strong brand is leverage. Successful collaborations with big names like Schwartz’s and PK Subban demonstrated how a sound brand can open doors to new opportunities. Brand investments yield longer-term benefits, extending beyond immediate results.

Clay, not cement

A brand must evolve as it enters new markets. Morein views brand-building as a continuous process rather than a one-time project.

Ambassadors who are fans first

WeCook's partnerships thrive on authenticity. Many ambassadors were customers first, bringing genuine love for the product.

Where AI earns its place — and where it doesn’t

Morein selectively incorporates AI for efficiency in voice and ad variations while maintaining authentic storytelling. AI should support human creativity, not replace it.

Sound Bites

• "Are we just selling a meal ready in two minutes or the magic of mealtime?"
• "If this company disappeared tomorrow, what would the world lose?"
• "You need to fire bullets before you start firing cannonballs."

The Chord take

The story underscores the importance of building a durable brand in a subscription-based category. Sacrificing price for brand loyalty is crucial for sustainable growth.

Put it to work

1. Test your value proposition rigorously.
2. Shift focus from function to emotional connection in retention strategies.
3. Choose brand ambassadors who genuinely love your product.
4. Use AI to enhance human storytelling rather than replace it.

Full transcript

Matthew Morein: If this company disappeared tomorrow, what would the world be losing?

Bryan Mahoney: Brands winning in subscription are those creating enduring connections rather than being just product-oriented.

Matthew Morein: We aim to offer convenience while enriching mealtime experiences. To succeed, we must cater to customers needing easy, quick solutions without compromising quality.

Conclusion

WeCook's strategy highlights how a focus on brand loyalty, authentic partnerships, and emotional storytelling can create lasting success in competitive markets.