home chef x dolly parton
THE SITUATION
cooking up growth with dolly parton
Home Chef partnered with Spool to amplify its collaboration with Dolly and Rachel Parton, launching alongside their cookbook, Good Lookin’ Cookin’. The goal was to secure top-tier media coverage and keep Home Chef at the center of the conversation. With Dolly engaged in multiple brand partnerships, Spool had to navigate media saturation while maximizing Home Chef’s visibility.
THE IMPACT
Earned media drove more than 4,000 new customers for Home Chef, with 100% attributed to PR before any paid media launched. Of those, 60% added a second subscription, underscoring the lasting business value of strategic earned coverage. The campaign delivered $5 million in media value across 63 placements, including Food & Wine, TODAY, Southern Living, and Variety, reaching 1.8 billion impressions at just $0.10 CPM.
THE SOLUTION
In addition to leveraging Dolly as a media spokesperson, Spool enlisted Rachel Parton for a second wave of interviews to extend impact. Both were media trained to ensure clear, consistent messaging, and outreach was strategically targeted to high-value outlets. By owning the first week of coverage before paid media launched, Spool provided a clean read on PR’s direct impact, helping Home Chef quantify its ROI.
60% of new customers added a second subscription
$5m in media value across 63 placements
4,000+ new customers driven by earned