She Brings the Heat
In 2020, Forbes found that just 6.3% of the head chef positions at prominent US restaurant groups were held by females. As influencers in the kitchen for generations, FoodMix and Smithfield Culinary wanted to bring attention to the fact that female chefs have always brought traditions and new ideas to the table. Our goal was to show the foodservice industry that a powerful and growing movement of innovative and inspiring women chefs are leading the way forward.
Smithfield Culinary
CAMPAIGN:She Brings the Heat
SERVICES:Strategy
Innovation Lab
Chef Advisory Boards
Culinary
Photography
Ads
Posters
Trade Show Banners
Social
PR
Foodservice
A bold, warm color palette, powerful chef imagery and rich, blistered backgrounds were established as the visual language for She Brings the Heat. These design elements hinted at the energy and “heat” of an active kitchen and were essential to the storytelling of this emotive – and important – campaign.
Listen to Chicago Restaurant Legend Ina Pinkney Discuss She Brings the Heat.
Our social media campaign allowed us to engage directly with chefs and operators. In addition to providing insights and inspirations, and sharing sweeps opportunities, it generated authentic and engaging conversation that brought attention to the challenges women chefs face in foodservice settings.
Our digital media executions used a strategic combination of recipes, inspiration, sweepstakes and rebates to generate Brand engagement with chefs and operators.
