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Collective Kitchen

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Collective Kitchen

Creative Lead and Executive Producer for 360º branded campaign

Role

Director / Editor

Format

Speculative Prototype

Impact

+28% engagement

OVERVIEW

Collective Kitchen is a 360º media project developed for the LIVEKINDLY Collective (LKC) to build awareness and affinity around the benefits of enjoying a plant-based lifestyle. For this project we focused on 3 brands in the LKC portfolio: Like Meat, Fry’s, and Oumph! – targeting 4 key markets in both the EU and the USA.

While it launched around an active campaign window, I architected the project so to be a sustained content platform, with the ability to easily build new content at scale, well after the initial campaign.  

PROJECT COMPONENTS

  • Microsite
  • Chef Ambassador Program
  • Editorial Articles
  • Long Form Branded Video Series
  • How To Videos
  • Social Video Series’
  • Recipe Development
  • Photography  

IMPACT

  • Garnered 60M+ views across platforms (owned and earned)
  • 2.2% click thru rate to brands’ sites
  • Effective awareness campaign around US launch of Like Meat products
  • Developed a Chef Ambassador program for LKC brands

MICROSITE

The site created a unique experience for leads to get inspired through original editorial stories, 40+ branded recipes, chef profiles, travel stories, and a long form video series.

AMBASSADOR PROGRAM

We researched a wide array of chefs within our 4 key markets, and finalized partnerships with 10 chef ambassadors. They comprised a diverse group of some of the most inspiring names in plant-based cooking today.

We built a custom tailored content package for each chef, comprised of original recipe development, written profiles, social video content, original photography, and influencer marketing promotion on both our own and their respective channels. 

LONG FORM VIDEO SERIES

We developed a 4 episode, long form series called Top Dish which follows local plant-based chefs in Stockholm, Johannesberg, Berlin, and Los Angeles, as they explore and get inspired by the innovative sustainability projects in their cities. They then head to the kitchen to cook up a memorable plant-based meal, using our portfolio brands’ ingredients. We developed and produced the series in-house, working with 3 different global production teams to shoot on-site during the height of COVID.  Here is one of my favorite episodes featuring Chef Ankan Linden in Stockholm:

SOCIAL VIDEO SERIES'

We created over 50+ unique social videos (with multitudes of cutdowns) including branded How To’s, Chef Convos, and Plant Based 101. 

Ready to explore how futures thinking can shape your next initiative?

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