This January, anyone can embrace their inner chef thanks to Merchant Gourmet’s latest campaign, ‘Yes Chef’, created by creative studio Insiders. The campaign brings the brand’s Everyday Gourmet platform to life in a bold new way and will be running until the end of the month.
Following the successful 2023 launch of the Everyday Gourmet brand platform with the ‘Proud Cheaters’ campaign, which championed convenience, the ‘Yes Chef’ campaign elevates the gourmet side of the brand, by showcasing the products being used to make delicious meals.
Drawing inspiration from the language of professional kitchens and TV shows like The Bear, the campaign celebrates flavour and empowers people to create midweek masterpieces at home. The visuals show home cooks adding their finishing touches to dishes they’ve prepared, in chef-like ways – squeezing a lime, sprinkling spices and grating cheese.
The campaign is running across OOH throughout London and Bristol for two weeks from 12th January, as well as VOD, social and digital channels until the end of the month. It highlights how Merchant Gourmet makes everyday healthy meals a little more gourmet, inspiring home cooks to feel confident and creative in the kitchen.
Sarah Forman Hardy, interim head of Brand at Merchant Gourmet commented: “We are committed to making everyday meals more delicious and inspiring. Our broad range of pouches of pulses, grains and beans are already packed with flavour and ready in just 2 minutes, but now we’re showing that they’re the perfect starting point to get creative in the kitchen. With the ‘Yes Chef’ campaign, we’re giving everyone the confidence to cook like a pro. We want people to throw on an apron, experiment with flavours, and put their own spin on dishes – whether it’s impressing friends, family, or just treating themselves to a midweek masterpiece.”
Rory Gilbride, co-founder of Insiders, added: “‘Yes Chef’ celebrates creativity, flavour and fun, reminding everyone that a little inspiration can turn a regular meal into something truly special and embrace their inner chef. We simply wanted to capture the excitement and energy of the professional kitchen while keeping it relatable for home cooks. So go on sprinkle those chilli flakes from a height over your spaghetti!”
