La Cucina Italiana launches the #LaRicettaCheUnisce project

The Italian kitchen – since 1929 the most authoritative and long-standing cooking monthly magazine in our country – launches #laricettacheunisce, a new project to bring Italy together at the table.

The editorial staff, under the direction of Maddalena Fossati, will involve their audience every week by inviting them to cook a specific dish to share with their family, lovers and friends. Even if far away, cooking the same dish will be like being at home together.

Users will then be asked to post not only the recipe but also their family unit and a collective photograph will be composed to make everyone feel more united. A great family album where the protagonists will be the users, the desire to be together and to feel closer through the kitchen.

Sharing the same dish, it will be like sitting all together at a long – virtual – table from the Aosta Valley to Sicily, passing through all the regions. Looking forward to doing it for real.

The domestic kitchen has returned to the protagonist in everyone’s homes and videos call each other, look out on the balcony or talk to each other from the landing to share a recipe is a way to stay closer, to stay in touch. With this project, La Cucina Italiana wants to embrace and reunite Italy around the table as it has been doing for almost a century” He says Maddalena Fossati, director of the brand.

To participate, just photograph yourself at the table, or with a plate in your hand, or even sharing the screenshot of a live link with loved ones and challenge your distant friends to do the same, always using the hashtag #laricettacheunisce.

Italian and French chefs, famous people, architects, designers and influencers will also take part in the initiative.

Each week will be dedicated to a recipe and each week the best will be chosen which will be published on the website and on the official social channels of La Cucina Italiana.

The month of March ended with an extraordinary digital result: beyond 6.5 million users connected to the La Cucina Italiana website (+ 62% MoM and + 57% YoY), browsed more than 20 million pages (+ 59% MoM and + 32% YoY) and displayed 8.5 million videos; the overall social fanbase of La Cucina Italiana and La Scuola join 1.7 million users with YoY growth of + 11% and the direct instagram started on 19 March totaled 143k video views. This tells us how cooking, even more at the moment, is a way to take care of oneself and loved ones and how our site and our social networks are accompanying readers in creating new routines – currently dictated out of necessity, but which promise to stay in the next daily life – like getting up early to refresh the mother yeast or improvising a video aperitif with distant friends” so Sabina Montevergine, Web Editor of La Cucina Italiana.

The #laricettacheunisce project adds to the many initiatives already put in place by La Cucina Italiana to entertain and engage the public in this difficult moment. In fact, users can download the digital copy of the monthly and the digital video courses of La Scuola de La Cucina Italiana for free. In addition, they can follow the daily live broadcasts on the brand’s instagram profile at 11 am with interviews with the cooks of La Scuola de La Cucina Italiana, and at 5.30 pm with the director Maddalena Fossati with the column Dinner time in the company of starred chefs.

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