Chef-mate® has carved out an enviable position within the foodservice landscape as a classic brand offering for easy-to-prep, consumer-favorite flavors. Even with this clearly established reputation, it became clear that a refresh was necessary to keep the brand not only relevant to existing customers but also attractive to a broader audience. Connections developed a strategy in collaboration with Chef-mate to tap into the growing trend of “newstalgia,” combining beloved favorite flavors with a contemporary new twist.

Our objective was to encourage operators to view Chef-mate from a fresh perspective—both figuratively and literally. To achieve this, we embarked upon a complete campaign overhaul. We started by crafting a vibrant, bold color scheme for digital ads, recipe guides, and email campaigns. Next, we photographed product cans from a playful, unconventional angle. This was all unified with messaging that both reinforced the brand’s core values and highlighted its new potential on menus.  

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