Le Cordon Bleu

While at food media startup Feedfeed (@thefeedfeed), I worked with our client Le Cordon Bleu to raise awareness of, grow interest in, and drive registrations for their international campuses. We anchored this program in a social-first contest, where the Feedfeed community could share content from original recipes to video essays to win a scholarship to one of Le Cordon Bleu’s international schools. To promote the contest and further drive awareness and registrations, Feedfeed created a social campaign across the Feedfeed digital ecosystem, including editorial articles, social posts and stories, custom recipe content and IGTV videos, custom email promotions, and an Instagram live.

To kick off our partnership, I worked alongside our editorial and test kitchen director Jake Cohen and our videographer to program a five-day shoot in London including a guided tour of Le Cordon Bleu London’s campus, an inside look at a day in the life of their culinary arts students, and a graduation ceremony. In addition, I worked the editorial team and Le Cordon Bleu to set up shoots at numerous alumni restaurants and bakeries to give the community a look at London’s thriving food scene, led by Le Cordon Bleu graduates. Along the way, we created live stories to promote Le Cordon Bleu and our partnership. Upon his return, we turned video from the trip into a social-first mini-documentary.

Photo credits: Jake Cohen (@jakecohen). Video credit: Laura Newman (@lauranewmanshow)