Self-initiated concept · our own brief, our own brand
Mum’s camera roll
Every mum’s phone is full of photos of her own cooking. We count them, then cook her No. 1 dish for you.
The brief
The problem
Meal kits all claim “taste of home”. It is the most used and least believed line in the category.
The insight
Chinese mums photograph almost every dish they make and almost never post them. Their camera roll is a private archive of home cooking — with a ranking nobody has counted.
The idea
Ask people to open their mum’s album. An on-device H5 counts the dishes (“braised pork: 437”), and HUIGUO cooks her No. 1 the way it looks in her photos, delivered to wherever you live now — or sent back to her.
How it works
The count is the hook: every post carries a number, so the next person wants theirs. Mums join in the comments. A Douyin template, “sending mum’s dish to mum”, gives the loop its second act. Inside every lid, a “mum units” chart converts “a bit” into tablespoons.
What we would make
- The album post
A Xiaohongshu format: mum’s food grid plus the count, seeded by 30 KOCs. - Count her dishes
An on-device H5 that ranks dishes in the album; photos never leave the phone. - Mum-unit chart
Printed in every lid: “a bit” = 2 tbsp, “quick” = 2 hours.
What we would measure
- Posts using the album format, and the share that include a count
- H5 completions and the share that order her No. 1
- Kits sent to a mum’s address
- Repeat orders of the same family dish