Development of a branded culinary content series for Bosch and Thermador Canada, designed to connect digital audiences with in-person showroom experiences. The series combined recipe storytelling, chef expertise, and appliance education to inspire cooking and drive showroom visits.
Objective
Create a social content series that would inspire audiences to cook with Bosch and Thermador appliances while encouraging them to visit brand showrooms. The strategy connected digital cooking inspiration with real-world appliance demonstrations led by in-house chefs.
My Role
Creative Director and Campaign Lead. I developed the campaign storytelling, creative direction, and content format for the series. I directed filming, guided recipe storytelling, and oversaw the creative execution of the content. I collaborated closely with culinary talent and production partners to ensure the content aligned with brand voice and social performance best practices.
Creative Director and Campaign Lead. I developed the campaign storytelling, creative direction, and content format for the series. I directed filming, guided recipe storytelling, and oversaw the creative execution of the content. I collaborated closely with culinary talent and production partners to ensure the content aligned with brand voice and social performance best practices.
The Challenge
Bosch and Thermador showrooms offered valuable in-person experiences with professional chefs and appliances, but awareness of these experiences was low among social audiences.
Bosch and Thermador showrooms offered valuable in-person experiences with professional chefs and appliances, but awareness of these experiences was low among social audiences.
The challenge was to translate appliance functionality into engaging social storytelling while creating a clear bridge between digital inspiration and in-store visits.
I developed content series designed to showcase the appliances through practical cooking experiences and highlight the showroom atmosphere to encourage bookings.
Key strategic components included:
• Building a recipe-based storytelling format that showcased appliances through real cooking moments
• Positioning showroom chefs as culinary experts and trusted educators
• Highlighting appliance functionality through practical cooking demonstrations
• Designing a clear conversion path from social content to showroom booking
• Creating visually engaging cooking content optimized for social video formats
• Highlight showroom manager's vibe and expertise through casual walk-through interviews
Key strategic components included:
• Building a recipe-based storytelling format that showcased appliances through real cooking moments
• Positioning showroom chefs as culinary experts and trusted educators
• Highlighting appliance functionality through practical cooking demonstrations
• Designing a clear conversion path from social content to showroom booking
• Creating visually engaging cooking content optimized for social video formats
• Highlight showroom manager's vibe and expertise through casual walk-through interviews
The Execution
• Developed the creative concept and narrative direction for the culinary content series
• Partnered with chef Erica Wilk to lead recipe demonstrations and culinary storytelling
• Directed filming and visual storytelling for the content series
• Collaborated with editor Raffy to shape final video storytelling and pacing
• Produced social-optimized video content showcasing recipes and appliance capabilities
• Integrated clear calls-to-action encouraging audiences to book showroom appointments and cook with the chefs
• Developed the creative concept and narrative direction for the culinary content series
• Partnered with chef Erica Wilk to lead recipe demonstrations and culinary storytelling
• Directed filming and visual storytelling for the content series
• Collaborated with editor Raffy to shape final video storytelling and pacing
• Produced social-optimized video content showcasing recipes and appliance capabilities
• Integrated clear calls-to-action encouraging audiences to book showroom appointments and cook with the chefs
The Results
• Created a repeatable branded content series that connected cooking inspiration and showroom expertise with appliance education
• Strengthened audience engagement through social-first storytelling and recipe content
• Increased awareness of showroom experiences and chef demonstrations
• Provided a scalable content format that could be expanded across multiple recipes and campaigns
• Created a repeatable branded content series that connected cooking inspiration and showroom expertise with appliance education
• Strengthened audience engagement through social-first storytelling and recipe content
• Increased awareness of showroom experiences and chef demonstrations
• Provided a scalable content format that could be expanded across multiple recipes and campaigns
Key Takeaway
By translating appliance functionality into chef-led recipe storytelling, the series bridged digital inspiration with real-world experiences. The content not only showcased the products in action but also positioned Bosch and Thermador showrooms as destinations where consumers could learn directly from culinary experts.
By translating appliance functionality into chef-led recipe storytelling, the series bridged digital inspiration with real-world experiences. The content not only showcased the products in action but also positioned Bosch and Thermador showrooms as destinations where consumers could learn directly from culinary experts.
Creative Direction and Strategy and Camera Operator by Lauren Davila
Copy and Content Creation by Erica Wilk
Art Direction and Editing by Raffy Ochoa
Copy and Content Creation by Erica Wilk
Art Direction and Editing by Raffy Ochoa