NYT Cooking is hosting a virtual dinner party on Instagram. Virtual events have quickly become a go-to marketing tactic, and NYT Cooking is the latest media brand to embrace Instagram Live, hosting virtual dinner parties as a way to support home cooks during the pandemic. They partnered with Salt, Fat, Acid, Heat author Samin Nosrat to throw a lasagna party this Sunday, as a way to recreate the communal feeling of shared meals. The publication is also releasing daily recipes and leaning heavily on Instagram’s Stories feature, where it has seen the highest levels of audience engagement, especially as young consumers spend more time cooking for themselves. (Adweek)
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