Belazu has launched a new creative platform to promote its ingredients as key products in any chef’s kitchen, and has also unveiled a new media partnership with The Guardian.
The multi-channel campaign, which aims to depict how consumers can elevate their dish to ‘chef-grade standards’ by using Belazu products, will run across digital, press, audio and broadcaster video-on-demand.
The 30-second film is directed by Hblock at Time Based Arts and is designed to highlight the detailed process of creating a new recipe.
Using real-life handwritten notes from chefs, the film is shot at Scully St James’s (a Belazu customer) and highlights the relationship between Belazu products and the consumer.
Creative director at Wonderhood, Jack Croft, said: “Taking huge inspiration from Belazu’s own chefs, we wanted to create a campaign where every element felt like it came from the world of top restaurants.”
The premium ingredients company has also announced a new eight-month partnership with The Guardian, brokered by independent media agency Bountiful Cow.
The partnership, which kicks off this weekend, will run in the Saturday Magazine, Feast, Observer Food Monthly and across The Guardian site.
It will feature across multiple media touchpoints and will include a chef-led recipe series with top UK chefs, such as Angela Hartnett, Josh Katz, Sabrina Gidda, Ben Tish and Helen Graham. Customers will be able to directly shop with retailers through a QR code.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
“It’s a pretty simple message, ‘if it’s good enough for chefs, it’s good enough for you’, and we’re confident this new campaign and partnership will boost brand awareness and drive sales via retailers,” Belazu managing director, David Balmer, said.
Bountiful Cow chief executive, Adam Foley added: “This collaboration promises to create a stir in the culinary world, as it puts together The Guardian’s audience of food lovers and Belazu’s unrivalled access to renowned chefs, and exceptional quality chef-grade ingredients – a food lover’s dream!”
