Chefs discover the possibilities of Flora Professional
By organising an exclusive 10-course lunch at Michelin-starred restaurant Triptyque, nine (Michelin-starred) chefs experienced how Flora Professional products can be seamlessly incorporated into a fine dining setting. The combination of tasting, explanations from chef Niven and a personal goodie bag provided immediate inspiration and positive reactions.
The impact was reinforced by the creation and distribution of (social) content: an aftermovie, testimonials from chefs in attendance and an in-depth interview with Niven and Virginie about their vision on plant-based cooking. The campaign contributed to visibility within the hospitality segment, reinforced Flora's image as a quality brand and stimulated dialogue about plant-based cooking at the highest level.
Experience at the table, visibility online
Together with Triptyque, we developed an activation that focused on experience and content. During lunch, top chefs experienced the versatility of Flora Professional in the professional kitchen. Chef Niven explained the ease of use and taste, which led to open conversations at the table about plant-based cooking in the higher segment. The chefs present were selected not only for their influence within the professional industry, but also for their social presence. This resulted in great social content and nine inspired chefs who returned to their kitchens with Flora Professional products.
During the event, we interviewed the chefs in attendance and turned these interviews into video content: an aftermovie and two testimonials, which we used for targeted advertising to the heart of the target group via Flora Professional's social channels and a Google Ads campaign. In addition, an editorial interview with Niven and Virginie appeared in Entree Magazine (in print and online), which allowed us to extend our reach to the wider hospitality industry. We also created a landing page on the Flora Professional website where all the content and inspiration from the campaign came together.
This integrated approach, from physical event to content creation and targeted distribution, had an impact on multiple levels: direct inspiration for chefs, increased visibility in the field and a stronger brand story for Flora Professional as a partner in more plant-based options.