Edward Pond's Creative Chef 2012
THE CHALLENGE
Food photographer Edward Pond came to us with a growing problem within his industry: showing his work and getting face time with creative directors had become next to impossible.
THE APPROACH
In 2011, we solved this problem by creating Edward Pond’s Creative Chef: a cook-off between 12 of the
top creative directors in the country. Although the feedback and business results he received exceeded all
expectations, for 2012, Edward wanted more. He tasked us with getting him even more face time. So this year, we expanded the Creative Chef concept to include a preliminary round of qualifiers called “Show Your Roots.” Twenty-two creative directors signed up to cook Edward their signature dishes in the comfort of their own homes. This allowed Edward to spend an entire evening with the same people he couldn’t get 10 minutes with before. Nine of them were then selected to compete in the finals.
THE RESULTS
Once again tickets to the final event sold out in under a week. At the event, Edward was able to seamlessly
promote himself to both the contestants and attendees. The promotion culminated with a Creative Chef Awards Annual that documented both rounds of the competition. Edward’s billings are up over 50%, and he has now become one of the most recognized photographers in the country.
Food photographer Edward Pond came to us with a growing problem within his industry: showing his work and getting face time with creative directors had become next to impossible.
THE APPROACH
In 2011, we solved this problem by creating Edward Pond’s Creative Chef: a cook-off between 12 of the
top creative directors in the country. Although the feedback and business results he received exceeded all
expectations, for 2012, Edward wanted more. He tasked us with getting him even more face time. So this year, we expanded the Creative Chef concept to include a preliminary round of qualifiers called “Show Your Roots.” Twenty-two creative directors signed up to cook Edward their signature dishes in the comfort of their own homes. This allowed Edward to spend an entire evening with the same people he couldn’t get 10 minutes with before. Nine of them were then selected to compete in the finals.
THE RESULTS
Once again tickets to the final event sold out in under a week. At the event, Edward was able to seamlessly
promote himself to both the contestants and attendees. The promotion culminated with a Creative Chef Awards Annual that documented both rounds of the competition. Edward’s billings are up over 50%, and he has now become one of the most recognized photographers in the country.
