Uitgekookt

For younger households, time is scarce and deliberately spent on what matters most. Cooking a fresh meal is not always feasible, but neither is settling for something that feels low quality. This creates a clear tension: cooking takes time, while ready-made meals are often seen as a compromise. The opportunity is to remove that trade-off, making ready-made meals a way to save time without sacrificing quality.

Uitgekookt resolves this by taking time off the customer’s plate. Its chefs invest time, care and craftsmanship on their behalf, allowing customers to focus on what matters most to them while still enjoying a healthy, high-quality meal.

This insight became the guiding principle: Take the time for what’s good.

To shift brand perception, this principle had to be visible across the entire experience. That is why the first phase of the customer experience transformation already addresses the full customer journey.

The design makes craftsmanship tangible by placing the dishes at the centre. A deep green base creates contrast and a calm, premium feel that keeps attention on the food, while subtle gastronomy-inspired elements reinforce quality and care.

This is applied across the packaging, website and app, supported by user experience improvements that make the journey clear and intuitive.

With craftsmanship made visible in the experience, the next step is to embed it directly into the product itself. Uitgekookt introduces The Signature of…, a recurring format in which Michelin-starred chefs create exclusive meals for the assortment.

Each dish carries the chef’s own culinary signature, bringing craftsmanship into the product itself. The series launches with two-Michelin-starred chef Sidney Schutte and will expand with other leading chefs. By replacing anonymous meals with signed creations, Uitgekookt makes high-quality gastronomy accessible at home.

With craftsmanship embedded in both product and experience, the campaigns make this shift visible at scale and build awareness. Structured in two phases, each highlights a different side of craftsmanship: first the product as proof, then the craft behind the product.

Close-up films focus on individual dishes, highlighting texture, colour and detail against the deep green backdrop, making the craftsmanship in each meal visible. Subtle steam suggests freshness, while a minimal voice-over lets the food speak for itself.

Once that foundation is in place, the focus shifts to the chef and the introduction of The Signature of…. The campaign takes viewers inside Sidney Schutte’s kitchen, revealing the care and expertise behind every dish and linking his standards directly to the quality of Uitgekookt’s meals.

The first phase of the customer experience transformation is now live, but the collaboration continues. Together with Uitgekookt, we are exploring how to further embed Take the time for what’s good, with a focus on new product ideas and digital features that strengthen the role of craftsmanship across the website and app.