# From 1% to 11% brand awareness: how WeCook built a brand worth caring about

Page: https://stenobird.com/podcast/brilliant-commerce-7086880/from-1-to-11-brand-awareness-how-wecook-built-a-brand-worth-caring-about
Text version: https://stenobird.com/podcast/brilliant-commerce-7086880/from-1-to-11-brand-awareness-how-wecook-built-a-brand-worth-caring-about.md
Podcast: [Brilliant Commerce](https://stenobird.com/podcast/brilliant-commerce-7086880)
Published: 2026-07-13T12:51:17+00:00
Episode link: https://podcasters.spotify.com/pod/show/front-lines-studios85/episodes/From-1-to-11-brand-awareness-how-WeCook-built-a-brand-worth-caring-about-e3m12o4
Audio file: https://anchor.fm/s/10e2e5fcc/podcast/play/122767556/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2026-6-13%2F427867402-44100-2-9407e4b7f3f1d.mp3
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JSON: https://stenobird.com/v1/public/podcasts/brilliant-commerce-7086880/episodes/from-1-to-11-brand-awareness-how-wecook-built-a-brand-worth-caring-about
Duration seconds: 2411

## Resource

What does it actually take to build a brand that earns permission to expand into retail, land cultural partnerships, and grow aided awareness from 1% to 11%? Matthew Morein, Senior Director of Brand and Content at WeCook, has the answer, and it starts with a question most teams never ask: if this company disappeared tomorrow, what would the world be losing? Matthew walks Bryan through how WeCook shifted from a purely functional, convenience-driven brand to one rooted in the joy of mealtime, why brand is made of clay and not cement, and how authentic ambassador partnerships with PK Subban and Marie-Pierre Morin drove real brand awareness results in a notoriously difficult subscription category. Topics discussed: Moving from functional messaging to emotional brand positioning Advocating for brand investment when ROI is hard to measure Building ambassador partnerships based on authentic product love Growing aided brand awareness from 1% to 11% in Ontario Balancing AI tools with authentic storytelling in content production Expanding from DTC subscription into retail and new channel opportunities Using cultural collaborations to generate earned media and brand heat Why brand is never finished and must stretch into new channels

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## Transcript

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