PR / Creative / Digital / Social
jellybean was tasked by client Mizkan Euro with creating a campaign to inspire and educate chefs and mixologists on the versatility of Honteri – a sweet, mirin-style condiment traditionally used in Japanese cooking, but with multiple as-yet untapped applications for food and drink. Most importantly, we had to get the product into professionals’ hands so they could sample ‘The Chefs’ Secret Weapon’.
Set during Covid times, we created ‘Chefs in Conversation’ – a multimedia, chef-to-chef series with an engaging and innovatively staged piece of video content at its heart.
We challenged our two protagonists, Mizkan development chef Ron Laity and award-winning mixologist Rich Woods alias ‘The Cocktail Guy’ to take part in a game of recipe one-upmanship.
The campaign comms strategy employed data gated sampling and was pushed out through digital and social both organic and paid, effectively targeting our two core audiences of chefs and mixologists.