The Campaign

The focus of this year’s Chef’s Day Campaign social media video was its heart-touching story. By cooperating with the communication channel “Tencent”, the video could precisely target specific audiences, chef communities, and allow the video to receive great attention and feedbacks from chef communities in a short period of time. The video had realistic portrait and illustration on the tough process of chefs learning skills, thus making their identity more tangible. On the other hand, the true kinship conveyed through the story was also a long-lasting universal value, which could also result in enthusiastic resonance among the public and enhance the professional image of chefs in China.

Creative Execution

We cooperated with Tencent for advertisement. With precise advertising using first-party data, target group interest mining, and past advertisement data, we expected to attract target audiences to log on to the event website through advertisement channels include WeChat friend circles, QQ Video Clip Shuoshuo, QQ headline feeds for mobile phone browsers, and exposing video teasers. At the same time, the complete video clip was exposed through WeChat public accounts, KOL, and the APP of Meituan to maximize its promotion.

1. Nearly 200 million exposures during the video promotion period. 2. The video was played 88.65 million times. 3. Actual exposure was 33% larger than originally estimated.

Despite being a nation of cuisine, the status of chefs in China is rather low. To highlight the importance of chefs, Unilever has presented short film The Mystery of Spring Rolls, spotlighting a chef who left home from a young age, and how his mute grandmother’s spring rolls inspired him about cooking. The film is presented with collaboration with QQ.com and spread through various social networks. Since Chef’s Day, the film is viewed almost 200 million times, creating a buzz among the community of chefs, reminding them of their calling and the honor of the profession.

Although each chef had made thousands of dishes in their career, there is always that one unforgettable dish. Behind that dish, lays a story that involves kinship, love, mentoring, or friendship. It is representative of the self-expectations of chefs towards their own cooking skills and their emotional connection with others. In reality, the dish in each chef’s heart means simply one word: “hospitality”. This hospitality is the true spirit of a chef and deserves everyone’s appreciation. Therefore, we started off with “the dish in every chef’s heart” and used heart-touching storytelling technique with the expectation of recalling the most familiar dish in every chef’s memory and its unforgettable taste to arouse their passion and display their first love, their occupation. We hope that this could inspire intrigue and resonate with chefs.