Cookshop

A screenshot of a news article from Variety with a photo of a smiling man in a green shirt standing in a brightly decorated kitchen, and shelves with plants, mugs, and kitchen items in the background.
A woman with dark hair and bangs wearing a light-colored top, holding a bowl, standing in a kitchen with white cabinets and a stainless steel stove.

Walmart whipped up a new recipe that bakes content, commerce, and celebrity into an interactive video shopping site.

The retailing giant on Thursday officially launched Walmart Cookshop (cookshop.eko.com) with interactive-video company Eko. The site is stocked with 22 how-to cooking episodes with chefs and celeb hosts, including Sofia Vergara and her son, Manolo, Jamie Oliver (pictured above), Patti LaBelle, and Ree Drummond (aka the Pioneer Woman), as well as recipes from BuzzFeed’s Tasty.

The videos on Walmart Cookshop let viewers make certain choices to customize the ingredients in each recipe. For example, Jamie Oliver’s veggie quesadillas video lets you select among scallions, red bell peppers, or both.

The campaign was a massive rollout, full 360, with 120 customized assets for TVC, in-store, radio, print, OOH, social media, and online ads.

Client
Walmart

Project
Cookshop

Scope

Launch. TVC, retail, interactive ads, shoppable videos, radio, print, scaled across Instagram, Pinterest, Meta, YouTube

Text discussing the positive impact of digital content and shopping experiences on Walmart, highlighting increased user engagement, episode releases, and perception boosts.

Evergreen ad introducing the show.

Sophia Vergara directed by me via Zoom during the pandemic.

A man with brown hair wearing a green shirt stands in a kitchen with wooden shelves and colorful dishes. He is smiling and gesturing with his hands. The kitchen has decorative jars, a small Christmas tree, and various produce and cooking ingredients. The scene appears to be from a cooking show or recipe demonstration.
A woman with black hair, wearing a white blazer, stands in a kitchen with white cabinets and a brick wall, gesturing with her hands during a cooking show titled "Over the Top with Patti Labelle." The screen shows various desserts including strawberries, a lemon tart, a milkshake, and chocolate truffles, with options to play, shop ingredients, and get recipes.
A woman with red hair and a floral dress demonstrating vintage floral tableware, including plates, bowls, placemats, and tablecloths, with a kitchen and dining room setting in the background.
A collage of images showing a mystery basket cooking activity, including a wooden sign with the words 'Mystery Basket,' a white plate with food, a closed wicker basket, ingredients, a woman in a red shirt, and prepared dishes of shrimp and shrimp curry.