Delish debuts Now We’re Cookin campaign

Hearst, one of the nation’s leading information, services and media companies, announced the launch of Now We’re Cookin a new integrated advertising campaign for Delish developed in partnership with PMG, Hearst’s AOR.

Designed to support the rollout of the new Delish app, the campaign reinforces Delish’s position as a trusted, approachable cooking companion that delivers crave-worthy, trend-aware recipes to consumers looking for manageable, confidence-building meals.

Launching in mid-May and running through December 2026, the campaign responds to a growing tension in today’s food-content landscape. Social feeds are flooded with recipe inspiration, but many home cooks are left wondering which recipes will actually work in real life. Now We’re Cookin recentres cooking on approachable, rewarding everyday experiences rooted in confidence, cultural relevance, and craveability, with creative across the campaign revolving around the idea that cooking should feel fun, low-pressure, and achievable. 

Created in partnership with director Nikki Ormerod and ArtClass, the campaign captures the moment cooking shifts from overwhelming to fun through energetic storytelling, rhythmic kitchen sound design, and craveable food visuals full of sizzling, bubbling, melty texture.

The work simultaneously positions Delish as the go-to source for on-trend, tested recipes designed for real kitchens, real schedules, and cooks of all skill levels. Central to this messaging is how the new Delish app helps users seamlessly discover, save, organize, and cook recipes tailored to their tastes, ability, occasion, and the appliances they have on hand. The campaign will run across influencer, TV, out-of-home, and cross-channel digital ad buys across the US In addition to video spots, other creative elements include high-impact social creative tailored to key seasonal and cultural food moments throughout the year, and nationwide grocery store activations. These unique experiences reach shoppers at peak intent, featuring Delish recipes on in-store displays, with QR codes linking to full recipes online, and coordinated in-store audio ads that will play over the store sound system.

“Delish has always been about taking the stress out of cooking and making it feel fun, doable, and worth sharing,” said Joanna Saltz, Editorial Director of Delish. “With Now We’re Cookin, we’re embracing the way people really cook today, whether that’s throwing together a quick family dinner, hosting friends, or trying something tonight that they saw online five minutes ago. Our audience wants recipes that feel exciting and culturally in-the-moment, but also realistic and trustworthy enough to actually pull off. At the end of the day, cooking doesn’t have to be so serious, people should feel excited to get into the kitchen, not overwhelmed by it."

“People have no shortage of food inspiration, what they need is the confidence to act on it,” said John Weyand, VP of Client Strategy at PMG. “If they can take the first step, so many people can begin to feel capable, supported, and excited to cook, for themselves and for others. This campaign is built to position Delish as both a launchpad to that first step, and a consistent, versatile source of great meal after great meal.  From the strategy to the creative to the media, every element was designed to reinforce the shift from ‘I want that’ to ‘I made that.’”

On directing the film, Ormerod says, “When the creative came to me, I was drawn in by the sense of play, humanity, and the unpretentiousness of it. It felt inviting and exciting to be a part of Now We’re Cooking. I wanted to strike a balance between the subtle simplicity of these comedic performances and the opulence and decadence of the dishes, and I think we’ve succeeded.”