World Cuisine Campaign
Discover Together
Bonduelle Foodservice is the brand of the Bonduelle group that is fully focused on professional customers within the Foodservice channel.
Just like Bonduelle Foodservice, Quorn Pro focuses on the professional market. Their products are made from mycoprotein (protein-rich fungus), making them the perfect, healthy complement to Bonduelle Foodservice's products.
Het startschot voor de campaign 'Discover Together' is een feit!
Briefing & brainstorm
Bonduelle Foodservice and Quorn pro briefed us to create a campaign that would be used during the Olympic Games. The main goal was to target the professional kitchen (large kitchens and their chefs) and encourage them to switch to more plant-based ingredients that are also good for the planet. In this campaign, direct communication about the Olympic Games or using its symbolism was not allowed.
The style that had to be used was completely new. Bonduelle and Quorn were placed side by side and neither of their brand identities were used.
Our concept for the campaign idea flows from the collaboration between Bonduelle and Quorn itself. They combine their strengths and reach to work together for their goals. “Strong Together.” The intention is to combine various words with “Together,” the togetherness: a major aspect of the Olympic Games themselves is the coming together of all countries. It also encourages people to cook together. The adjectives also belong to Bonduelle and Quorn themselves without emphasizing the plant-based story, but rather working more subtly to reach as broad an audience as possible and encourage action.
What is a campaign without a catchy title? Combining delicious ingredients from different continents AND a collaboration between two top brands in the Foodservice market.
In short, everything in this campaign had to come together. The campaign title was born: Discover Together.
The period of this campaign? The Olympic Games. A top-level sporting event where everyone, together, stands behind their athletes.
At Bonduelle Foodservice, they support all professional chefs. To inspire them, they created 25 healthy and protein-rich recipes at a world cuisine level.
For 5 weeks, all chefs will discover 25 recipes from 5 continents. Let’s Cook Together.
How can a chef best discover both the brands and the ingredients?
Bonduelle Foodservice chefs got to work and created 25 delicious recipes. Chefs can use these recipes as inspiration for alternatives to the classic meat-vegetable-potato dish.
In the context of the Olympic Games, Bonduelle Foodservice and Quorn Pro are launching 25 recipes from 5 continents over 5 weeks.
The perfect opportunity for the modern chef to take on the challenge.
Cover
One of the derivatives we had to design was a recipe booklet. A recipe book with 5 dishes (1 main course from each continent) and a digital recipe book with the 25 dishes in it.
The cover follows the idea of the campaign image but here the title has been changed to ‘Cook Together”.
To launch this campaign on social media, we created an animation video. The goal was to briefly explain the campaign and prompt viewers to take action. In this, we aimed to immediately grab the viewer's attention and keep it concise.
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