Martha Stewart’s Campsite Cooking Kits for Outdoorsy
American food personality Martha Stewart has teamed up with US recreational vehicle (RV) rental company Outdoorsy on a series of meal kits for quick-prep campsite cooking. The partnership is a smart move to help budding RV enthusiasts streamline travel planning, and also demonstrates the continued mainstreaming of the campervan boom (see The Van Life).
Martha Stewart-fronted meal kit company Marley Spoon devised a series of 40 camping-friendly recipes for breakfast through to dessert. Orders are placed through either Outdoorsy or Marley Spoon, then delivered to the consumer’s home before their trip.
Choices, which change each week, include red lentil soup, vegetable enchiladas, beef tamale pie and s’mores cake. All meals take less than 40 minutes to prepare, and come with pre-portioned and pre-chopped ingredients. There are also microwave versions available for ultra-time-pressed travellers or those with minimal campsite cooking skills or equipment.
As ongoing travel restrictions continue to stoke the rising interest in RVs and camping (see Reimagining the Staycation), it’s an apt time to pursue partnerships that simplify the pre-trip planning process. Outdoorsy notes that 90% of traffic to its site in 2021 has come from first-time campervan users. Giving these travellers resources, like meal kits, to ensure a seamless and enjoyable trip is a smart way to build future loyalty.
This partnership also cleverly demonstrates the ongoing and varied value of this meal format. As we detail in How Meal Kits Can Succeed Post-Pandemic, positioning them as a tool to assist new lifestyle priorities – from time outdoors to good, homemade food – is essential to asserting the category’s benefits.