The challenge: It had been 7 years since Chef’s last packaging redesign was completed and an above the line campaign had aired. During this time, their international competition had been very active and as a result, Chef had become a latent brand in the minds of consumers and a one that over-indexed on an older, more rural shopper.

What we did: Our Chef Summer Shake Up event at Bloom 2016 sampled over 40,000 consumers with their new reduced sugar and salt ketchup and entertained the masses with games for the kids, BBQ demonstrations with Chef’s Ciara Fennessy and Adrian Martin, as well as on-stand competitions.

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