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Chefs Plate breaks new campaign

Toronto-based meal kit delivery service Chefs Plate has begun a fall marketing campaign. Consisting of television and digital advertising, the campaign depicts the service as an easy way to produce home-cooked meals without the need to prepare ingredients. It also highlights the competitive prices of its kits. The creative features a millennial-aged man in a kitchen transforming a collection of foods into a pasta dish almost instantly, and putting coins into a jar on the counter. The campaign also includes the brand’s new tagline, “That’s clever cooking.”

The campaign was developed by No Fixed Address in collaboration with the Chefs Plate in-house creative staff. It is running on CTV Drama, W Network, Food Network and YTV. The effort also includes public relations and a social media campaign developed by V&CO Agency.

“We’re showing every day, budget conscious Canadians they don’t have to cook the hard way,” said Liz Costa, assistant brand manager at Chefs Plate. “Being able to bypass grocery shopping and recipe planning while being able to serve up a homemade, delicious meal in as little as 15 minutes is a hack to be proud of, and our fall campaign is a testament to that.”

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