Let’s Cook – Marketing Strategy & Behavioral Insights

Let’s Cook is an AI-powered cooking assistant app. Initially positioned as a niche health tool, the brand wanted to broaden its appeal and become a trusted, everyday culinary companion.

The brief was to reposition the brand, making it more accessible, engaging, and aspirational, while driving user acquisition, onboarding, and long-term retention.

We applied behavioral science to brand strategy, using cognitive biases like anchoring and confirmation to inform pricing, onboarding, and retention design. Messaging shifted to focus on ease, emotional connection, and social validation, transforming the app from instructional to inspirational.

The repositioning was introduced through a multi-channel campaign across social, digital, and email. Campaign messaging highlighted Let’s Cook as an intuitive, everyday partner in the kitchen, reinforced by user stories and referral incentives.

Stronger brand positioning: Successfully reframed the app to expand relevance beyond health and broaden market appeal.

Behavioral strategy in action: Leveraged cognitive and emotional drivers to shape messaging, feature rollout, and user engagement.

User-centric growth plan: Designed for habit formation, smoother onboarding, deeper engagement, and long-term retention.