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Home Chef's New Ads Developed by OKRP Celebrate the Secret Heroes of the Kitchen

Creative 339 Add to collection

Hunger-inducing ad brings to life Home Chef’s new positioning of offering meals anyone can cook and everyone will love

Home Chef's New Ads Developed by OKRP Celebrate the Secret Heroes of the Kitchen

Home Chef, one of the nation’s largest meal kit companies, is distinguishing itself as the meal solution for chefs of all cooking abilities in a new ad campaign from O’Keefe Reinhard & Paul that features a fun representation of everyday people to show how easy it is to create amazing meals—garnishes, zesting and brown butter saucing included—with Home Chef.

The “Home Chef Heroes” marketing campaign includes four light-hearted spots that show how Home Chef makes mealtime heroes out of such individuals as a teachera working mom and even a seasoned cook. The ads show the wide array of menu options, easy cooking instructions and quality ingredients offered in the meal kits.

“Home Chef differentiates itself from other meal kits by offering a variety of meal choices, having easy-to-cook recipes, and helping our customers sharpen their cooking skills,” explained Brian Irwin, VP of Brand at Home Chef.

“This new work demonstrates why we lead in customer satisfaction in this fast-growing category.”

The advertising brings to life Home Chef’s new positioning of offering meals anyone can cook and everyone will love. As one ad notes, even the math teacher who thinks he can’t cook, can “cook above his grade level,” with help from Home Chef.

“We took a semi-documentary approach to these ads in order to build tongue-in-cheek reverence for the abilities of our hero chefs to not only get dinner on the table, but to do it with finesse—and set it all to a soundtrack with an epic overture,” explained Marian Williams, Group Creative Director at OKRP. “We wanted to show that cooking can be easy and satisfying with Home Chef and how adding just a little zest or spice can transform a meal.”

The campaign will be activated through TV commercials, Facebook ads, emails and streaming radio ads. 


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Genres: People, Tabletop, Storytelling

Categories: Food, Convenience

The Marketing Standard, Tue, 16 Oct 2018 17:24:06 GMT