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Grandpa Kitchen: Opportunity for Cause-Related Marketing

CASELET, MARKETING MANAGEMENT
ET CASES, 5 Pages
AUTHOR(S) : A. Ramesh, Sr. Assistant Professor, Vignana Jyothi Institute of Management
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Grandpa Kitchen: Opportunity for Cause-Related Marketing

Late Narayana Reddy (Narayana), affectionately called Grandpa, won millions of hearts for Grandpa Kitchen, his popular cooking channel on YouTube set up by his son in 2017. By the end of 2019, the channel had garnered more than six million subscribers1 for cooking epic dishes of various types and distributing to the poor children. Grandpa’s videos were monetized, which helped in furthering the cause and acted as a motivator................

Narayana was a social worker hailing from Telangana, India. He was a farmer and died on October 27th 2019 at the age of 73 years. His demise left netizens and admirers all over the world teary-eyed and heart broken. His admirers from several parts of the world paid rich tributes to him. The Patreon page, a ...............

First Cooking Video
Grandpa Kitchen YouTube channel was launched in 2017 and the first video showed the preparation of scrambled eggs (2000 eggs) and the food was donated to the poor. This video was liked by the audience and was successful with 26 lakh views.......

Unique Style of Cooking
Grandpa used to sit in a field in open air and prepare gargantuan quantities of various dishes in iron vessels atop wood fires. He was always smiling and spreading happiness with food which earned him many admirers across the globe as an unsung hero........

Rise of Purpose-driven Branding
Purpose-driven branding is on the rise as consumers prefer brands which go beyond the functional level, having social and environmental purpose as well. For instance, the Procter & Gamble Company (P&G) brands typically link the purchase of brands with charity such as girl child education mission known as SHIKSHA7. This enhances the brand image and brand preference among the customers. However, the cause-related campaigns need to.......

Role of Digital Medium and QR Codes in Marketing
YouTube has an advantage compared to the television because of which brands are coming with various films or advertisements of longer durations (around five minutes) on YouTube to have a greater impact with implicit selling message. Some such popular advertisement on YouTube include #Share The Load campaign by Ariel detergent and All Out’s ‘TOUGH MOM’ campaign. Quick Response (QR) codes are also being increasingly used to help........

Assignment Questions

I. Why do you think the channel Grandpa Kitchen is so popular across the world?

II. How can individuals join to continue Grandpa’s legacy?

III. ..................

IV..................


Mandatory Readings

  • Omar Rodriguez Vila and Sundar Bharadwaj, “Competing on Social Purpose”, https://hbr.org/2017/09/competing-on-social-purpose, September–October 2017
  • Marie Minyo, “How brands can succeed with social purpose”, https://landor.com/thinking/brands-can-succeed-social-purpose, November 19th 2018


Exhibits & Annexure

Exhibit I: Brands and Unsung Heroess

 

 

 

Teaching Note Preview

Grandpa Kitchen: Opportunity for Cause-Related Marketing

Synopsis

Late Sri Narayana Reddy (Narayana), affectionately called Grandpa, won millions of hearts for his popular cooking channel on YouTube, Grandpa Kitchen. With over 260 cooking videos, Grandpa Kitchen had garnered more than six million subscribers by 2019. The videos comprised cooking epic meals of various items and distributing them to the poor children. Narayana died on October 27th 2019 at the age of 73 years, which left netizens and admirers all over the world teary-eyed and heart broken. Rich tributes were paid by his followers spanning many countries...........

Prerequisite Conceptual Understanding/Before the Classroom Exercise/ Reading:

  • Omar Rodriguez Vila and Sundar Bharadwaj, “Competing on Social Purpose”, https://hbr.org/2017/09/competing-on-social-purpose, September–October 2017
  • Marie Minyo, “How brands can succeed with social purpose”, https://landor.com/thinking/brands-can-succeed-social-purpose, November 19th 2018...............

Case Positioning and Setting

The caselet can be used in the introductory sessions of Marketing Management course and to teach the concept of Cause-Related Marketing. This caselet can also be used in Digital Marketing course. The case study primarily involves the use of secondary association such as events for brand building.

Assignment/Discussion Questions

I. Why do you think the channel Grandpa Kitchen is so popular across the world?
II. How can individuals join to continue Grandpa’s legacy?
................
 
Teaching Plan
The classroom discussion can be carried out as detailed in Exhibit (TN)-I, in a 90-minutes session.

Case Analysis

I.    Why do you think the channel Grandpa Kitchen is so popular across the world?
Grandpa Kitchen channel’s popularity can be attributed to the unique style of cooking of various dishes (cooking large quantities of food in open fields over firewood) and with limited voice over. The essence lies in large quantities of food cooked and served for a purpose. The channel gained worldwide popularity as it showcases wide variety of cuisines cooked in open and rustic natural setting rather than conventional kitchens used by cookery channels. Videos involved lovable children enjoying food, good . ...........
 
II. How can individuals join to continue Grandpa’s legacy?
Individuals can contribute to the cause on a sustained basis by becoming a patron on the channel’s Patreon page. Alternatively, subscribers may use crowd funding to continue the legacy. Children can celebrate their birthdays or any special occasions by contributing a token amount to the cause. .........
 
.................
.................

Wrapping Up/Debriefing
The last five minutes of the classroom discussion can be spent on summarizing the learnings from the case study. Brands need to embrace cause-related marketing using traditional mass medium and digital medium.


Big Picture
Brands and organizations need to be sensitive to events and understand the key role of brands in satisfying the basic and aspirational needs. They need to understand that brands have a social purpose which is a part of their secondary associations.

Additional Readings

  • “YouTube star Narayana Reddy of Grandpa Kitchen dies at 73. Internet is teary-eyed”, https://www.indiatoday.in/trending-news/story/youtube-star-narayana-reddy-of-grandpa-kitchen-dies-at-73-internet-is-teary-eyed-1614666-2019-11-01, November 1st 2019
  • “Narayana Reddy of Grandpa Kitchen who used to cook for orphans passes away”, https://timesofindia.indiatimes.com/life-style/food-news/narayana-reddy-of-grandpa-kitchen-who-used-to-cook-for-orphans-passes-away/photostory/71850791.cms?picid=71850812, November 1st 2019

Exhibits

Exhibit (TN)-I: Classroom Discussion Dashboard

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Product code: MKTG-2-0083; MKTG-2-0083A

Abstract

In 2017, Narayana Reddy (Narayana), a Good Samaritan, lovingly called Grandpa all over the world, launched Grandpa Kitchen, a popular cooking channel, on YouTube. There are over 260 cooking videos on the channel showcasing various dishes but made in epic style or gargantuan size in open fields using firewood. The food made was later distributed to the children and poor. The channel garnered more than six million subscribers by 2019. Narayana died on October 27th 2019 at the age of 73 years and his admirers from all over the world paid rich tributes to him. The Patreon page, a fund-raising platform linked to his YouTube channel, enables patrons to contribute to the cause by donations, which are used to purchase school books and uniforms. His family members are also continuing his legacy of cooking food and feeding the poor and the needy. Given the rise of purpose-driven branding, consumers prefer brands with social purpose and conscience. Grandpa fought the battle against hunger in an innovative way. How can individuals and brands join to continue the rich legacy that Grandpa has left behind?

Pedagogical Objectives

  • To understand how an individual used innovative means (fund raising and YouTube as medium) to fight hunger and spread happiness among poor children
  • To identify the role of purpose-driven branding and suggest innovative promotion strategies using Digital Marketing and cause-related marketing to continue the legacy left behind by Grandpa

Case Positioning and Setting

The caselet can be used in the introductory sessions of Marketing Management course and to teach the concept of Cause-Related Marketing. This caselet can also be used in Digital Marketing course. The case study primarily involves the use of secondary association such as events for brand building.

 

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- Teaching Note (**ONLY for Academicians)


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