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.