Situation
When chefs leave culinary school, they still require lots of training to meet the demands of the real kitchen culture. Due to the skills and training gap within the hospitality industry, the need for further enhancement to their expertise was limited. Unilever Food Solutions was created to support the hardest working chefs and required authentic, credible guidance from their peers and industry leaders, and a source of inspiration that’s a cut above the existing mass of amateur home-cook content. UFS wanted to help. To do this they needed a library of dish ideas and training content to enable new chefs around the world, to further their career within the industry.
Solution
Our team sourced and worked closely with over 50 top chefs across three continents to produce hundreds of inspirational training videos shot in their own kitchens by our team of food specialists, to create a on-demand ‘Netflix for Chefs’. We created hundreds of training videos to cover food safety, international cuisine, vegan menus, technique demonstrations, advice and expert knowledge from professional chefs, all delivered via the UFS Academy training app, online and on social channels. Written content was created to include learning opportunities, kitchen management information, health & safety, written recipes and Unilever product information. The purpose-built app gives chefs a personalised content experience that’s accessible on-the-go, wherever they are, whenever they need. The UFS Academy puts Unilever in the kitchens of thousands of chefs worldwide, capturing data and creating engagement opportunities, whilst constantly gathering intelligence as to what content real chefs want to see. Chefs can also interact with the UFS commercial team, place orders and give feedback.
Outcome
- 500 video Training series shot using chefs in their own kitchens
- 72 lifestyle / humour videos for Facebook
- 72 images for Facebook
- 360 images & videos for inspiration around food themes (e.g. BBQ, Street Food, Wholesome eating)
- 100 videos, 100 images, 100 pieces of text for food trends
Green Park Content is now working directly with local UFS teams to produce bespoke content for their markets, translating and publishing ‘always-on’ assets within the Adobe CMS, and activating campaigns on social. UFS operates in 70 different markets and reaches 800 million consumers every year, improving health & well-being, increasing food safety, reducing food waste and sustainable sourcing. Our work with the UFS Academy is just the beginning.
Gallery
| Objective |
The academy training app needed content to cut above the rest and provide authentic, credible guidance from their peers and industry leaders. |
| Audience |
Chefs |
| Category |
Food |
| Solution |
Content Strategy, Production, transcreation and localisation, social media management, personalisation |
