Porsche
Roadside Recipes
The cookbook that turns road trips with Porsche into tasty local discoveries.
Challenge
Boost the loyal fanbase
Facing new players in the luxury car market, Porsche knew the only way it could stand out is to bring its drivers along for the ride and make them more connected to local dealerships. How can Porsche Netherlands create more brand love through a hyper-local experience?
Approach
A culinary road trip
Porsche owners love driving. But there’s something they also love: exceptional food, made from exceptional ingredients. While a lot of premium ingredients are flown in from all the world, some of the best ones are hidden in plain sight—on the road, right here in the Netherlands.
Harnessing the variety in Dutch agriculture, we invite Porsche owners to rediscover the roads in a whole new, tasty way.
Solution
Roadside Recipes
Introducing Roadside Recipes, the cookbook that connects local cuisines to drivers around the country, distributed exclusively via Porsche’s local dealerships. Partnering with eight acclaimed chefs, the cookbook serves up uniquely crafted dishes made with ingredients from their home regions. These fresh ingredients can be picked up directly on the most scenic routes across the Netherlands, so drivers can go out, explore, and cook up local delicacies.
Impact
Drive and cook (and drive some more)
Through cooking workshops and organized routes, Porsche owners bring the cookbook to life, from farm to cars to table. And by turning Dutch roads into culinary discovery, Porsche heads directly to its drivers’ hearts—through their stomachs.
