Audi of America is partnering with The Lee Initiative, a
nonprofit dedicated to diversity and equality in the restaurant industry, for sponsored content.
The four-part content
series focuses on the Women’s Culinary & Spirits program. Less than one in five executive chefs in the restaurant industry is female. The program is focused on addressing
this void in leadership and giving women early in their careers opportunities to be mentored by well-established female leaders.
The series profiles some of the culinary mentors and
their mentees and explores the impact the program has had on them. The videos feature shots of Audi vehicles, which were loaned to the chefs and mentees.
Global creative agency 160over90
helped the Lee Initiative with the narrative of the storyline and then hired a local agency, Doe-Anderson, to produce.
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Audi’s support has allowed The Lee Initiative to expand
the program nationwide for 2021 and increase the number of mentees that can be accepted into the program up to 16 women, says Caitlin Spinweber, experiential marketing lead, Audi of America.
“We hope that programs like these provide female chefs with the tools they need to become leaders in their industry and shine a light on the need for greater gender equity and
inclusion within the auto and culinary industries and beyond,” Spinweber tells Marketing Daily.
Audi and The Lee Initiative posted a 30-second video to highlight the series. The episodes, which are each about four minutes long, are posted on a dedicated website as well as social media, including YouTube.
Mentors includes James Beard Award-winning chef
Beverly Kim of Parachute in Chicago; chef and author Jessica Koslow of Squirl in Los Angeles, “Top Chef” alumni Claudette Zepeda of Vaga in Encinitas, California and Nina Compton of
Compere Lapin in New Orleans.