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VI. Chef’s Special





Concept, copy, and scriptwriting for “Chef’s Special”—Freshly’s year-long series of culinary collaborations with James Beard Award-winning chefs Sean Brock & Kwame Onwuachi, Top Chef winner Kristen Kish, and Food Network star Jet Tila.

 Overhead view of four perfectly-plated chef meals on a wooden table: Kung Pao Beef, Southern-Inspired Pork Chop, Red Wine Brisket & Escovitch Steak.

With the primary objective of brand elevation and awareness, creative evolved the brand’s ‘effortless convenience’ message to focus on chef & ingredient storytelling, driving higher value perception.




The campaign came to life in four short brand films, including cut-downs and trailers for pre-roll, paid social, and organic; storytelling continued across blog, .com, social, packaging, email, PR, and display.


‘American Symphony’ With Chef Kwame Onwuachi


Mockup of a laptop and mobile screen featuring a sizzle reel of Kwame Onwuachi cooking his Escovitch Steak for Freshly.
Freshly Landing Page for Kwame Onwuachi, highlighting his exclusive meal, ingredient spotlights, and culinary ethos.



‘Southern Ode’ With Chef Sean Brock


Phone screens showing pages from the Freshly App, highlighting the user journey for Sean Brock's meal for Freshly.
Sean Brock wearing a blue workwear jacket, captured from behind as he leaves a farm holding freshly picked garlic.

Overall, the campaign successfully drove top-tier press hits, higher AOV, and strong reach with lower CPMs than other campaigns running during the same time period.    


An elegant dinner table setting shot from overhead. Closeup shot of Kwame Onwuachi tossing onions and peppers to create his Escovitch marinade. Animation of Chef Kristen Kish creating the perfect bite of her Brisket meal to eat straight from the pot. Freshly email announcing the launch of Chef Jet Tila's Kung Pao Steak. Chef Jet Tila's Kung Pao Steak is plated and sits atop a wooden kitchen block. Closeup shot of Sean Brock's hand pulling a beetroot from a field. Email module with the headline: Compliments to the chef. Email announcing the launch of Chef Kristen Kish's Slow-Cooked Red Wine Beef Brisket. Email module with the headline: Dine with the greats. Sean Brock kneeling down in a lush, green field, inspecting freshly-picked produce. A casual midshot of Kwame Onwuachi smiling and leaning on a Freshly shipping box.





CAMPAIGN

ACD, Copy: Jack Ball-Smith
Senior Art Director: Stephanie Stanley 
Art Director: Nina Caldas 
Project Manager: Jessica Garcilazo
Creative Producer: Shidume Lozada
Producer: Kristen Hartley 
Editors: Glenn Gapultos & Gabriella Loutfi
Lead Product Designer: Peter Chang
Product Designer: Joelle Everett

Kwame Onwuachi Film

ACD, Copy: Jack Ball-Smith
Senior Art Director: Stephanie Stanley
Director/Producer: Kristen Hartley
Director of Photography, LA: Sean McDaniel
Director of Photography, NYC: James Ogle
Editor: Glenn Gapultos
Colorist: Brian Boyd
Food Stylist: Marian Cooper Cairns
Prop Stylist: Beth Borwell
Photographer: Matt Armendariz
Wardrobe: Paris Hines
Hair & Makeup: Samantha Klein

Sean Brock Film

ACD, Copy: Jack Ball-Smith
Senior Art Director: Stephanie Stanley
Producer: Kristen Hartley
Associate Producer: Laura Mae Socks
Director: Charissa Melnik
Director of Photography: Chris Adams
Editor: Glenn Gapultos
Colorist: Brian Boyd
Food Stylist: Whitney Kemp
Prop Stylist: Teresa Blackburn
Photographer: Stephanie Mullins
Hair & Makeup: Nicole Lanizieri
Mark