TikTok is hoping to initiate a new social movement with its new campaign #MadeWithLove celebrating the power of food, family, and tradition.

The campaign encourages the global #FoodTok community to cook alongside older family members, sharing not just the recipes but the stories behind them. Australian Food Historian, Lauren Samuelsson, has joined forces with TikTok for this initiative. Several popular TikTok creators, including Martha Kalifatidis, My Nonna Fina, Raukura Huata, Soso Chrissy, and Hi My Name is Priya, have also been enlisted to showcase the diversity of the Australian and New Zealand food culture.

Simon Bates, Head of Content for TikTok Australia and New Zealand, commented on the campaign, "TikTok’s #MadeWithLove campaign is a powerful way for the community to connect across generations, as they share their cherished recipes and stories. Whether it’s a grandmother’s special dish or a father’s signature spice mix, these recipes carry love, history, and identity, and we’re proud to provide a platform where they can live on. Food is universal and the FoodTok community, globally, is one of our biggest. As always, our creators are the secret sauce to this campaign and food historian, Lauren Samuelsson, has helped us uncover the rich layers of Australia and New Zealand food culture."

"The Australian food landscape is a vibrant multicultural melting pot, where iconic dishes are shaped by our rich history of migration. In addition to heritage, your most loved dish also depends on where you live in Australia. But, sadly, without proper preservation, these unique dishes and the foods themselves are at risk of disappearing," said Samuelsson.

Another creator, Fatimah Omran, expressed her excitement about being part of the campaign, "Sharing my culture through food is important to me because I want people to experience a taste of my upbringing and traditions. I was excited to be part of TikTok's #MadeWithLove campaign as I was able to honor my mother's heritage and remind others to hold on to their parents' and grandparents' recipes, stories, and the love that connects us across generations."

Samuelsson further emphasised the importance of preserving these traditions. "We can all take part in helping to protect our culinary skills and social practices by learning more about our food culture and its past, and helping to bring it into the future. Our family recipes are more than just meals, they are a reflection of our history, our stories, and the labour of past generations. By preserving these traditions, we not only honour the work of those before us but we can ensure that these flavours, ingredients and stories continue to live on."

The Country Women's Association of NSW has given its approval to the campaign. Joy Beames, CWA of NSW President, said, "The CWA of NSW was founded more than a century ago on a platform of advocacy for rural and regional NSW communities, but in uniting women from so many different backgrounds, members also found common interests, like cooking, that helped fuel friendships and strengthen community bonds. And that’s what cooking and great recipes have always done, and continue to do: bring families and friends together in both the happiest and most challenging of times.

"Through social media channels like TikTok, there are now even more ways to pass on classic dishes and keep them alive and relevant for new generations of cooks. The #MadeWithLove campaign is another important way we can share our passion for food and the recipes we cherish most."