Ruth's Little Kitchen - supporting micro cookery school during COVID - Siren Comms_
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Ruth’s Little Kitchen- supporting micro cookery school during COVID

the brief_

Tell the story of an award-winning baker, Ruth Macintyre, who broadcasts free daily cookery lessons on Facebook and Instagram live streams, to people all over the country to keep them sane, connected and in touch throughout lockdown. 

the approach_

Quickly understanding the challenges of working parents who were suddenly in lockdown and expected to juggle working and educating their kids at home, Ruth sprang into action and became a micro-celebrity baker. Coming to the rescue for parents all over the country, Ruth’s daily live cookery lessons provide a much-needed lifeline and escape for an hour or so for households across the UK. Aimed initially at parents with toddlers, her audience grew and grew to include pensioners in isolation, teens, magazines and radio stations. Everyone loved Ruth and her open, honest, easy to follow lessons in cookery basics.

Working hand in hand with Ruth to understand the technical elements of her broadcast and the importance of social media engagement, Siren was able to propel her story and personality on to the pages of significant national, international and local media platforms both on and offline. 

the result_

Ruth was invited by a local BBC radio, Yours Magazine and other food brands to appear live on their shows. Her charming, accessible and easy teaching style translated easily to media columns and saw great interest.

Alongside radio coverage, the mix of national and food-related pieces resulted in an increased recognition locally, as well as seeing an influx of clicks to the website and a rise in social engagement on her daily live sessions. This upsurge in engagement influenced Ruth to start one-to-one private Zoom lessons after she received such great feedback and interest.

She has recently been invited to become a regular in the pages of Yours Magazine – watch this space, Ruth is destined for great things and we celebrate all she has supported, baked and cooked for people countrywide.

Total reach

Pieces of coverage

Media value (£)