Food insecurity is an issue countries across the globe continue to grapple with.
According to the World Bank, both conflict and weather-related events continue to disrupt the flow of food among various nations, while inflation has further exacerbated the problem by driving up food prices across nations of all economic levels.
More importantly, inflation has also impacted food security as countries across all levels of wealth continue to be impacted by rising food prices.
Even in wealthy countries like Canada, the impact is significant—nearly 17% of Canadians experienced food insecurity as of 2022.
This economic pressure forces many Canadians to opt for less expensive food options, which typically means more processed, packaged products with lower nutritional value.
Enter the Inflation Cookbook—a simple but effective tool that helps consumers eat healthy and navigate inflation!
An Easy Way to Shop for Affordable Food
SkipTheDishes (now known as Skip) is a Canadian online food delivery service and was the brain behind the Inflation Cookbook. It partnered with Dentsu Canada to help in generating buzz for the tool.
The Inflation Cookbook is an online tool designed by the team at Skip and released in 2023. It predicts the biggest price drops of the week and generates chef-inspired and nutritionist-approved recipes based on those ingredients.
Skip was able to make this tool work because it leverages price data on over 400 ingredients across major retailers in Canada.
Image from Dentsu
What’s more?
Alongside the launch of the Inflation Cookbook, Skip announced that it evolved its long-standing partnership with Food Banks Canada in supporting those who faced financial hardship due to rising prices. Surplus food was also donated to local food banks all across Canada.
So… was the tool a success?
The answer is a resounding YES!
According to data from Dentsu, total savings for Canadian families may have reached over USD 21 million by December 2023.
Also, over 28,000 made use of the app and it earned over 400 million impressions and 355+ pieces of press coverage.
As of April 2025, the web-based tool still works. All a user needs to do to check the latest price drops is to visit the Inflation Cookbook’s website.
Lastly, the Inflation Cookbook garnered citations from awards-giving bodies like D&AD, The One Club, Cannes Lions, and Clio Awards.
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Food insecurity is a problem many countries and families struggle with.
By creatively leveraging consumer data, Skip was able to create a tool that helped many families navigate the struggles of a highly inflationary economic environment.
Creating the web-based tool enabled Skip and Dentsu to shed light on a societal problem that deserves government action and the public’s attention.
All in all, this was a campaign that generated brand awareness by coming up with a solution for a problem that many people struggle with.
The bottom line?
Generating positive attention for your brand while simultaneously doing a public good is achievable.
All that’s needed is a deep understanding of your target audience’s struggles and putting a creative spin on the solutions.
About The Dynamic Marketing Communiqué’s
“Fridays: Gorillas of Guerrilla Marketing”
Jay Conrad Levinson (1984) said that Guerrilla Marketing “works because it’s simple to appreciate, easy to execute, and inexpensive.”
Guerrilla Marketing is unconventional.
Looking beyond the traditional ways of advertising, marketers and advertisers need to spice things up in order for their brand to have campaigns that not only make an impact but also stick to their target market’s mind.
Guerrilla Marketing usually aims to have direct contact with consumers.
This type of direct contact should spark an emotional reaction that leads to consumers effectively remembering the brand.
It’s about making a big impression and making that impression last a long time (if not forever).
Guerrilla Marketing can be inexpensive.
The effect of this is being able to create a buzz around the brand, and the strategy used to market it. Almost everything is passed around through word-of-mouth.
Word-of-mouth is one of the greatest outcomes and it usually doesn’t cost anything.
This is every business’ or brand’s dream!
Every Friday, we publish tips, examples, and other useful content on unconventional ways of marketing and promotion.
Learn more about how to grab your target market’s attention and make an amazing first and lasting impression without having to spend a lot of money.
Businesses don’t really need to spend much for a guerrilla campaign. You do not need a big budget to be successful. You just need creativity and a good imagination.
Hope you find this week’s guerrilla marketing insight interesting and helpful.
Stay tuned for next Friday’s “Gorillas of Guerrilla Marketing!”
Cheers,
Dyane Diasanta
Senior Content Writer
Valens Dynamic Marketing Capabilities
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