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Future Menus 2023

Unilever Food Solutions

A ground-breaking report on global food trends to keep chefs ready for today and prepped for tomorrow.

CMA awards 2023 Shortlist Badge BW 250
Best Use of Imagery

Brief

To create an innovative and comprehensive report of emerging food trends to inspire a global audience, in line with Unilever Food Solution’s (UFS) mission to empower chefs  to be ready for today and prepped for tomorrow.

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Solution

Create the sensory and visually outstanding Future Menus report, and adapt it into various digital formats to reach chefs worldwide and inspire them with new trends to uplevel their businesses.

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What we did

We teamed up with award-winning food photographer Remko Kraaijeveld to capture the essence of each dish, creating a captivating visual identity for the report, responding to the needs of practicality, sensory and visual appeal for chefs. We shaped the report as a downloadable online magazine that food operators can easily explore on their phones. We took the report to social media creating teasers and sizzles of the trends to reach new chefs and existing customers on social media. Our team also translated the trends into videos for the UFS Academy, enabling chefs to get a real training on the ingredients and recipes of tomorrow.

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Result

The relevance of the report for the modern food industry combined with Greenpark’s expertise in crafting visually outstanding and compelling content for different platforms contributed to the success of the Future Menus project. Since launch in early 2023, the report has gained billions of impressions, connecting UFS with its target audience of chefs worldwide. The report has been downloaded tens of thousands of times and generated new potential customers for UFS. Future Menus isn’t only a marketing success story but also shows how a B2B brand can be a ground-breaking innovator in its field, igniting positive changes that look at the future and delivers business results.

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Jack Cunningham


Head of Creative

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