Together with my writer + CD, Beth Kinney, we were tasked with generating buzz and launching Tres Cocinas, an extraordinary new pepper paste, to chefs nationwide.
The Challenge: Back-of-house chefs are always on the hunt for bold, adventurous flavors to elevate their menus—but they need products that deliver both inspiration and ease of use.
The Mission: Position Tres Cocinas as the go-to solution for chefs seeking effortless ways to incorporate bold, customizable flavors into their menus. Our task was to craft a hard-hitting campaign that would take chefs from “What’s a pepper paste?” to “I need these flavors now” in just 12 short weeks.
The Mission: Position Tres Cocinas as the go-to solution for chefs seeking effortless ways to incorporate bold, customizable flavors into their menus. Our task was to craft a hard-hitting campaign that would take chefs from “What’s a pepper paste?” to “I need these flavors now” in just 12 short weeks.
From scratch, we built every campaign element to drive awareness and adoption:
• Sales & training tools
• Digital and social assets
• Product brochures & sample kits
• Video & photography assets
• A sleek, lead-generating brand page
• Sales & training tools
• Digital and social assets
• Product brochures & sample kits
• Video & photography assets
• A sleek, lead-generating brand page
The approach ensured Tres Cocinas wasn’t just introduced—it made an unforgettable entrance into kitchens nationwide. The results exceeded expectations: The campaign’s success in the foodservice industry has paved the way for Tres Cocinas to expand into a consumer-facing brand, bringing its bold, approachable flavors directly to home chefs.
