<img height="1" width="1" style="display:none;" alt="" src="https://dc.ads.linkedin.com/collect/?pid=49993&amp;fmt=gif">

Share this page.

Chef Summer Shake Up

A bloomin' tasty experience

Bloom 2016 was the ideal event to relaunch Chef and get Irish consumers sampling the range specifically our new reduced sugar and salt ketchup.

Prior to their relaunch, the Chef brand had been inactive for several years. It had been 7 years since the last packaging redesign was completed and 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 brand that over-indexed on an older, more rural shopper.

Our Chef Summer Shake Up event focused on the start of BBQ Season. The team 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. Bloom allowed the brand to have a direct and in-depth conversation with a wide audience - something that other channels wouldn't have allowed for.
What was very important to us was re-establishing a tone of voice for the brand which had begun with our work on social media but had not been amplified fully. The Chef character is enigmatic and we wanted to help establish him as a quintessentially Irish character, one with a strong sense of humour and one we could develop over the coming years.