With a network of 300 chefs culinary professionals worldwide, UFS set out to scale its peer-to-peer authority on social media, elevating its chefs into credible digital influencers capable of building trust, engagement, and advocacy at scale. 

The creative idea was Chefluencer: a pilot coaching programme designed to transform UFS chefs into influential voices on social platforms. With strategic and practical training, chefs are empowered with the tools and knowledge to create insight-driven content that drives organic social visibility for UFS.  

Twenty UFS chefs were handpicked across North America, Brazil, Europe, and Asia-Pacific, each selected for their culinary expertise, social presence, and ability to influence within the operator community. Our team began with a full social audit to benchmark reach, engagement, and content performance, then built a ‘Global Playbook’ covering everything from storytelling and filming techniques to efficient posting formats. We followed this with coaching to help chefs develop their personal voice and confidence on camera, supported by a ‘Social Test Kitchen’ community where chefs could collaborate and share feedback. To keep content fresh and culturally relevant, our strategists shared weekly insights on platform trends and algorithm shifts. The result was a steady stream of practical, chef-to-chef content: recipe ideas, behind-the-pass stories, and quick kitchen tips that spoke directly to operator needs. All content was shared through the chefs’ own channels, giving it authenticity, stronger organic reach, and a true sense of peer connection. 

In just seven weeks, engaged followers skyrocketed, with our chefs driving a 98% collective follower increase. This content contributed to a 44% uplift in global reach across UFS’s chef community channels, establishing a new owned media powerhouse for the brand. Engagement rates averaged 4.2% across platforms, far above the B2B benchmark of 0.43–1.22%, showing strong resonance with operator audiences. The programme also delivered tangible business outcomes, with operator enquiries increasing and “chef-to-chef solutions” emerging as a key brand association. Beyond performance,  Chefluencer built a repeatable blueprint now being rolled out globally, combining cultural insight, digital training, and authentic storytelling.