Brief:

• Food Network Canada on Nov. 15 premiered a live video series on Twitter that lets viewers vote on which ingredients to include in recipes. #OneDirtyDish is hosted by Chef Stefano Faita, who demonstrates how to cook easy one-pot meals on @FoodNetworkCA's Twitter page, according to an announcement.
• Knorr Bouillon Products are integrated into recipes during the first two episodes, which also will have Knorr-branded pre-roll ads, promoted tags and three pieces of extended video content that will be posted on @FoodNetworkCA's Twitter page. Twitter users can vote on ingredients using Twitter's polling feature, and Food Network will post the recipe later.
• The second episode of #OneDirtyDish will air on Nov. 29.

We are thrilled to announce our new LIVE Twitter series #OneDirtyDish! With your input via polls, Chef @Sfaita will be cooking you up some delicious one-dish meals using @Knorr’s Bouillon. pic.twitter.com/Tq4tqAvwb5

— Food Network Canada (@FoodNetworkCA) November 9, 2018

Insight:

Food Network Canada's livestreamed show on Twitter is well suited for a brand like Knorr that aims to make home-cooked meals less of a chore with its premixed soup and sauce products. The #OneDirtyDish concept also pairs well with Twitter, which has a core competency of providing immediate bursts of micro content worldwide.

The branded move comes as Twitter — whose user growth has stalled — works to emphasize video content as a way to engage audiences. Twitter in September restructured users' timelines to put live video streams and broadcasts at the top, making it easier to access the content in real time and discover new videos. The feature includes breaking news, personalities and sports, per a company tweet. The company last month said its user base declined 1% to 326 million active users in Q3 2018 from the prior three-month period, with much of the decrease attributed to its efforts to remove bots and fake accounts from the platform. Twitter's ad revenue rose 29% to $650 million from a year earlier, signaling that the social platform is placing a greater emphasis on monetizing the service and offering a compelling deal for brands like Knorr.

Meanwhile, mobile devices will be the primary driver of video ad growth in the next five years as U.S. consumers continue to shift their viewing habits toward smartphones and tablets, Forrester Research forecasts. Mobile is set to account for 72% of the growth in spending on online video advertising, while its share of the online video ad market will grow from 50% this year to 59% by 2023, the researcher said.