As more and more people begin cooking at home, NYT Cooking has become a go to hub for first time cooks. Between the app and site, there are more than enough tools to make cooking seem approachable.
 
But people are still scared. Why?
Cooking appears to be a big task so people don't begin. 

This campaign targets first time cooks,  showing that cooking is minuscule compared to the mundane tasks or milestones we take on in everyday life. 


AD: Lala Salas                                                                                                            CW: Alicia Araujo & I