Research
Found chefs who cooked with conviction and could represent the brands without it feeling forced.
Case Study · LIVEKINDLY Collective
Collective Kitchen
A $1M+ branded campaign that made plant-based cooking feel like something you'd want to do, not something you should do.
Built as a platform
What started as a single branded campaign became something we could keep using. Recipes, chef partnerships, video, editorial, and social content for three plant-based brands across EU and US markets.
The whole thing was designed so we could swap in different chefs, brands, and markets without reinventing the format every time.
ProblemPlant-based brands that needed content people would actually watch, not just scroll past.
BuiltMicrosite, chef ambassador program, recipes, editorial, a long-form series, and 50+ social videos.
RoleCreative lead and EP. I ran strategy, format development, production, and delivery.
Impact60M+ views, 10 chef ambassadors, 2.2% click-through to brand sites.
Microsite
Chef Ambassador Program
Editorial Articles
Long-form Video Series
How-to Videos
Social Video Series
Recipe Development
Photography
60M+Views across owned and earned platforms
2.2%Click-through rate to brand sites
10Chef ambassadors across key markets
50+Social videos plus cutdowns
A destination, not a landing page
The microsite was where it all lived: 40+ branded recipes, chef profiles, travel stories, editorial, and the long-form video series. Built to browse, not just click through.
Chef-led credibility
We found chefs in four markets who could cook with the brands' products and had a real point of view on plant-based food. Each one got a content package: recipes, a profile, social video, photography, and promotion across our channels.
Production
Same structure every time, different chef, market, and product. Easy to repeat without getting stale.
Distribution
Published through LIVEKINDLY's channels and the chefs' own audiences.
Top Dish
The main series followed plant-based chefs in Stockholm, Johannesburg, Berlin, and LA. Each episode: visit a local sustainability project, come back to the kitchen, cook something with the brands' products.
We developed and produced it in-house with three production teams filming on location during COVID, which was exactly as complicated as it sounds.
One campaign, but built so the pieces kept working: new chef, new market, same format, new content.
Made for motion
Alongside the series, we produced a steady stream of social content: branded how-tos, chef conversations, explainers, and cuts sized for different platforms.