Nestle Brand Campaign + Product Launch
Concept | Design | Layout | Delivery
Creative Partner: Ollie Mines
Agency: McCann London
The challenge was to position Nestlé CHEF as a progressive, international brand, while maintaining its strong reputation for quality. To stay relevant, CHEF needed to be seen as a brand that empowers chefs to explore freely and create without limitations. Our idea centered around the notion that great dishes are built on craftsmanship, with chefs experimenting, respecting ingredients, and embracing authentic techniques at every stage. At Nestlé CHEF, we craft culinary solutions that fuel this restless creativity, drawing inspiration from global recipes and traditional methods, always ensuring the highest quality ingredients to meet the exacting standards of chefs eager to create fresh, innovative dining experiences. A chef’s creativity never rests, and neither do we.
The challenge was to launch Nestlé CHEF’s red and green Thai curry pastes globally, highlighting their authenticity and vegetarian suitability. The idea drew inspiration from Thailand’s intricate patternmaking, comparing the precision of creating beautiful fabric to crafting a perfect Thai dish. By using the vibrant colors of the curry pastes and their raw ingredients to create Thai-inspired patterns, we emphasized both the authenticity and creative potential of the pastes for chefs.