1.8M views from viral culturally-timed recipe content
Ninja Kitchen UK, Always-on Content - Delivered at McCann Manchester | Recipe content on social is everywhere. For Ninja Kitchen UK, the challenge wasn't just making more of it. It was making content worth watching on a platform where people scroll past hundreds of recipe videos a day. The social strategy was built to make Ninja's channels a destination, not just another kitchen brand in the feed.
[Client]
McCann | Ninja Kitchen
[Year]
2025
[Services]
Social Strategy, Content Creation
[Catagory]
Content
The brief: Ninja Kitchen UK needed a consistent social content engine across Instagram and TikTok - recipe-led, product-integrated, and culturally relevant. The content had to showcase Ninja products in action while earning attention on its own merits, not just riding the brand name.
The insight: Recipe content on social is one of the most saturated categories online. The brands that cut through aren't the ones with the best production value - they're the ones that tie recipes to cultural moments people are already talking about. A Baileys recipe in December lands differently than a Baileys recipe in March. A Stranger Things themed video timed to a new season release rides a wave of conversation that's already happening. Timing and cultural relevance were the multipliers.
What we did: The content strategy was built around tying Ninja product recipes to cultural moments, seasonal events, and trending conversations, making every video feel timely and shareable rather than generic product content.
The approach was deliberately varied: some pieces were planned around the calendar (seasonal occasions, product launches), others were reactive to trending moments and cultural conversations. Every asset was designed to showcase Ninja products naturally within recipes people would actually want to try.
The results:
→ Baileys Chocolate Orange Frappe - seasonal recipe timed to peak December interest. 1.8M+ views, 47.7K engagements.
→ Daddy Guinness - festive recipe concept built around Guinness and the Ninja product range. 778K+ views, 44K+ engagements.
→ Stranger Things inspired video - reactive piece tied to the release of season 5, riding the wave of conversation around the show. 150K+ views, 1K+ engagements.
→ 2.7M+ combined views and 92K+ engagements across three hero assets alone, proof that culturally-timed recipe content consistently outperforms generic product content
Snaps From the Project
Luana was a fantastic addition across a handful of our clients. She brought a brilliant mix of warmth, passion and reliability to the team, slotting in seamlessly and quickly becoming someone we could all depend on. From social media production through to day-to-day support, she was proactive, detail-focused and consistently delivered to a high standard. A genuinely safe pair of hands and an absolute pleasure to work with.
Alice Rafferty, Senior Director
