ArtClass's Nikki Ormerod Directs "Now We're Cookin" for Delish
June 17, 2026
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.
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