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From Award to Experience: how we transformed the Lady Chef of the year election

Objective

Lady Chef of the year was created by Green Seed Belgium in 1991 and has been under our management ever since. After over 20 years of existence, the election of the best female chef in Belgium was in need of a revival. The concept had to be re-invented by focusing on the award’s credibility while remaining an attractive campaign towards foodies and potential partners alike.

Conclusion

Through a carefully executed rebranding strategy, the Lady Chef of the year campaign has gained a renewed sense of credibility and prestige. The focus on social media and video content has successfully modernised the award, attracting a wider and more engaged audience. The latest 2024 campaign reached over 2 million Belgians via our own social media channels, together with a mass media advertisement value of +2.5M€. If you’re looking to enhance your business’ impact within this culinary campaign, please contact us to explore partnership opportunities.

Response

  • Brand identity revamp: a complete rebranding was carried out in 2023, with the help of communication agency Wave Agency. A revamped visual identity brought a much awaited refreshment and depicted the exclusivity and prestige of the award.
  • Extended campaign duration: while in the past, the communication campaign was purely about the best female chef and therefore, the winner of the award, we shifted the focus towards the entire contest, adding in nominees who were also put in the spotlight. This led to a longer campaign runtime and more opportunities to integrate partner-linked content.
  • Social Media focus: Dedicated presence across key social platforms (Instagram & Facebook) with targeted and boosted posts towards a foodie audience.
  • Video-centric content strategy: Leveraged high-quality video storytelling to showcase the nominees, highlight their journeys and create compelling narratives, together with integrated partner content.
  • Engagement-driven communication: Implemented real-time stories, live sessions and behind-the-scenes content to deepen audience involvement.

 

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