Role: Creative Direction and Production
Sr. Creative Producer: Rebecca Russell
Designer: Emily Stotts
Copy: David Anthony
Photography: Brian Sorg
Production: Rachel Waters Productiond
In 2023, Home Chef launched its first-ever internal brand purpose statement: “When cooking is achievable, life is easier.”
To share our new mission with the world and increase loyalty and engagement, the creative team was challenged to create an external video that translated our new purpose to the consumer audience, bringing forth human emotion as well as functional product attributes.
With this campaign, the team wanted people to feel excited and inspired about cooking. Tonally, the campaign’s goal was to make cooking feel approachable and achievable for cooks of all skill levels. By showcasing people enjoying food in relatable, human moments, Home Chef brings joy back into the kitchen.
“You do you, you do the food” was the first of its kind at Home Chef, breaking our classic video formula - which yielded positive results and encouraged future explorative creative ideation.