In 2002 Marshall Field’s created a council of thirteen up-and-coming chefs to lend culinary tips to aspiring gourmands. Fast forward to 2011 and those original members had become the most respected chefs, restaurateurs and taste-makers in the world of food. The problem? There was little awareness amongst consumers of the Macy’s Culinary Council.
To prove the Macy’s Culinary Council was not just another empty celebrity chef endorsement, we launched a series of personal appearances and in-store cooking classes. We collected their favorite recipes and made a cook book. We featured recipes from that book as menu items in 15 flagship restaurants at Macy’s around the country. We designed a food truck where customers could sample foods from each chef.
The effort was supported by a year-round print and digital campaign that told the personal stories of each chef, the food they love to cook.
