There is a growing shortage of chefs in professional kitchens throughout the Netherlands, while the taste of guests is becoming increasingly demanding. Under the brand name “Keukenhelden”, W&G Brinkhorst has devised a concept to relieve staff in kitchens: high-quality pre-cooked meat that can be perfectly finished on a Big Green Egg, Josper or other grill with a relatively simple operation.
However, during conversations with chefs, they noticed that there was a lot of resistance towards the product. Time for us to get started! We developed a content strategy for Keukenhelden in which we focussed on experience stories of chefs who already use the products.
The content strategy is based on the Hero, Hub, Hygiene principle whereby content is made of various lengths and types, in order to be able to share the story well on different platforms. The film about Patrick van den Bosch who works as a chef for EVE takes the lead in this campaign.
Specifically, we have made 5 Hub film portraits of chefs, ranging from beach bars to Michelin starred restaurants. The atmospheric images of these portraits have been re-used to edit one Hero film, which tells the overarching story of Keukenhelden trough a voice-over. In the Hygiene layer, various recipe films have been made, but also vlogs in which the account managers film chefs who share their favorite recipe with Keukenhelden.
Video marketing campaign with content strategy
Contentstrategy, concept, production, film, post-production, voice-over
Website, YouTube, Facebook