This ad is an inspirational call to arms that encourages cooks to embark on exciting cooking adventures. The script borrows from the rhetoric of motivational speeches to rally cooks to embrace the possibilities of the kitchen, with the belief that the greatest meals are always yet to be had. Using pioneering visual techniques, the film captures familiar foods as unchartered territories waiting to be discovered.

If we wanted to encourage cooks to go beyond the familiar and embrace the adventures of cooking, our print needed to also be pioneering and unexpected. When we combined the language of adventure with food, the work suddenly took on an epic and daring tone. The work’s intention was to create iconic images to evoke the sensory experience of cooking, by deconstructing a meal and reconstructing it as a visual moment. We wanted to capture the way a cook’s mind conjures up certain dishes; the smells, the tastes, the whole experience and visualise the energy of the product and ingredients.

As the Adventure Awaits campaign has only just launched, it is too early to indicate the overall success of the campaign. Early figures suggest, however, a very positive relationship between the launch of the creative campaign and product sales. Watch this space for more news.