Unilever Food Solutions (UFS) embarked on a mission to inspire and support chefs worldwide by showcasing how their products elevate culinary creativity and kitchen efficiency. With a vision to craft content that resonates with chefs’ daily challenges and aspirations, UFS sought to demonstrate the tangible benefits of their high-quality ingredients through engaging narratives, compelling visuals, and innovative design approaches.
Moving beyond standard product promotions, UFS aimed to weave storytelling into their content strategy, creating narratives that celebrate chefs’ artistry and dedication. At the heart of these stories are the chefs themselves—passionate professionals transforming ordinary moments into extraordinary dining experiences. By spotlighting how UFS products seamlessly integrate into and enhance their work, the content connects deeply with chefs, emphasizing the trust and reliability UFS brings to the table.
The challenge was multi-faceted:
- Storytelling Integration: UFS needed to create content that highlighted how their products empowered chefs to overcome challenges and enhance kitchen efficiency while delivering memorable dishes.
- Illustration and Design: The content required bespoke illustrations that captured the culinary artistry and creativity of chefs, while maintaining brand identity and message clarity.
- AI-Driven Content Creation: UFS sought to leverage AI to enhance the speed and scale of content production, ensuring dynamic assets that aligned with the brand’s aesthetic and message.
Digital employed a combination of storytelling, bespoke illustrations, and AI-enhanced design capabilities to translate UFS’s vision into captivating content. The solution involved:
Storytelling through Chef-Centric Narratives
The content focused on real-world applications of UFS products, illustrating how chefs use these ingredients to create exceptional dining experiences. These narratives celebrated chefs’ artistry and the role of UFS in their kitchens.
Creating Graphics with the Help of AI
A range of illustrations were created with the help of AI tools, while ensuring the content was visually dynamic and aligned with UFS’s brand identity. This accelerated the design process, allowing for rapid experimentation with different creative directions. UFS was able to quickly produce high-quality, custom content that engaged chefs and aligned with their creative and practical needs in the kitchen.
- Claude and ChatGPT: Used for brainstorming and creating culinary recipes. It also assisted the process of crafting recipe product descriptions and aligning with UFS’s brand tone.
- Midjourney: Leveraged for generating diverse illustration styles and visual designs that captured the essence of UFS’s culinary offerings.
- Adobe Photoshop: Used for refining visuals and enhancing backgrounds.
- RunwayML: Enabled rapid scaling and optimization of visual assets across multiple platforms, maintaining brand consistency and high-quality output.
Throughout the process, the collaboration between Digital and UFS ensured that the content spoke to chefs’ aspirations, challenges, and the innovative role UFS products played in their kitchens.
The project resulted in:
- Enhanced Engagement: The content resonated with chefs, highlighting UFS’s role as a trusted partner in their kitchens. This led to stronger connections with the culinary audience.
- Rapid Experimentation: AI tools enabled rapid experimentation with multiple design styles, empowering UFS to discover a visual identity that best represented their brand.
- Brand Strengthening: UFS’s brand presence was enhanced through relatable storytelling, engaging visuals, and cutting-edge AI-driven designs, positioning the company as a leader in culinary support.
This collaboration demonstrated the power of combining storytelling, design, and AI tools to create content that bridges the gap between brands and their audiences, delivering meaningful and memorable experiences.