Quality ingredient brand Belazu has cooked up a campaign to highlight that its products are not just for top chefs, but also for everyday food lovers across the UK. “Time to change the menu” was created by Wonderhood Studios, and will run across BVOD from 6th September and out-of-home from 9th September.
The campaign marks the second instalment of Belazu’s brand platform “Chef-grade ingredients for your kitchen”, which was developed by Wonderhood in 2023 as part of a wider brand refresh.
The 30-second hero film takes inspiration from creative research and showcases a new in-season recipe and menu change, with shorter cut downs running on digital channels. The new OOH takes inspiration from print assets last year and further aims to drive awareness of Belazu among food lovers cooking at home.
The new film features the process of cooking in a professional kitchen, with the voiceover following the mind of the chef as they test a new recipe. It ends with the message that Belazu can be found both in sought-after restaurants and local supermarkets. The OOH work includes four executions with different messages reinforcing the point that Belazu is the perfect ingredient for any chef, whether professional or amateur.
In one execution, the copy states that Belazu is “The first and last ingredient in top chefs’ meals”, while another one features the message “Find us in award-winning restaurants and your Tuesday night salad”.
The campaign is made up of images shot in Michelin star restaurant Scully St James’s and in Belazu’s test kitchen in Greenford. It was shot by photographer Lizzie Mayson, and media planning and buying was handled by Bountiful Cow.
Find out more on Wonderhood Studios.