Ollie Mines - Senior Conceptual Copywriter

In an ideal world, everything a chef serves would be made from scratch in their own kitchen. But very few have the army of sous-chefs required to do that – so they need to take sensible shortcuts. That’s where CHEF® comes in – offering a suite of high-quality stocks, sauces and bases.

We built our campaign from the simple insight that almost every chef describes him or herself primarily as ‘creative’. Our new endline for the CHEF® brand emphasises its role as an enabler of creativity. While each execution highlights that – by saving time, space and energy – the brand gives them the power to express that creativity in full.