Field Roast and Bon Appétit are partnering on a multifaceted initiative starring celebrity chef Roy Choi, co-founder of gourmet Korean-Mexican taco truck Kogi BBQ.
The campaign — led by FR's media agency of record, Spark Foundry — includes content, digital, experiential, social, print and retail elements.
In addition to media, Spark Foundry’s content team led the creative conceptualization for the campaign.
The Publicis Groupe-owned agency also brought Conde Nast to the project through its publication Bon Appétit because "they provided a truly authentic and expert voice within the food and culinary space," explains Jeff Wolfe, senior vice president, branded content, Spark Foundry.
He adds, once the agency built out the content program, it then worked closely with Bon Appétit to co-produce all elements of the program including access to regional chef talent and pop-up event activations.
The “Gather What’s Good” campaign centers on a docu-series following Choi as he visits chefs in Seattle, Chicago, and Toronto to learn about their signature dishes and challenges them to reimagine the dishes using FR's artisanal plant-based meat and cheeses.
In one episode, Choi chats with Abe Conlon and Adrienne Lo, co-founders of Chicago's Fat Rice, to learn what inspired their Chinese and Portuguese-inspired creations.
Spark Foundry also orchestrated a series of experiential events in the Chicago, New York, Seattle, and Toronto markets.
Also people were invited to submit their own homemade recipes using Field Roast ingredients via social media for a chance to be featured in Bon Appétit’s holiday issue.
The campaign is featured across Conde Nast social and/or digital properties including Epicurious, GQ, Pitchfork.