INSIGHT. After launch phases of the New Ford EcoSport, we did a deep analisys both on data and sentiment, on web and social media. The main evidence was that EcoSport was performing very well on a specific target: womens interested in cooking. This evidence lead us to book a huge product placement on Masterchef Italy from December 2014 to March 2015. Even if the EcoSport is appealing with foodies, we obviously had to reinforce this link before the online of the new edition of Masterchef. But, how to start conversations about SUV and Cooking online?