Time to change the menu

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 out-of-home from 9th September and BVOD from 6th 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.

Taryn Malakou, Chief Marketing Officer at Belazu, said: “The Wonderhood creative team have been instrumental in helping us evolve the work to make it even more effective, but still true to what is at the heart of the creative idea and disruptive look and feel. We felt strongly that we should stay true to the original vision and not lose the edge, the creative tension and (chef!) life in the work.”

Stacey Bird, Deputy Executive Creative Director at Wonderhood Studios, said: “We love everything about Belazu; the delicious products, the distinctive branding, and the team themselves, so we’ve loved getting back into the kitchen for this next chapter of Belazu work. We loved imagining what’s now in season for our chef, and their recipe was captured beautifully by Lizzie Mayson, who brought a bold new look to the film and OOH.”

To raise awareness of Belazu’s quality ingredients amongst enthusiastic home cooks, Bountiful Cow crafted the brand’s first ever multi-channel campaign. The 30” film is delivered across BVOD and Amazon Prime and is supported by geotargeted OOH with contextual copy guiding people top their closest retailer.

Adam Foley, CEO at Bountiful Cow said, “Belazu is hugely respected amongst chefs and commercial catering teams, but we needed to extend that awareness to cooking enthusiasts at home. We created a 360° campaign whilst delivering many firsts for the client. First multichannel laydown, first time using Amazon, OOH, and AI based video targeting, plus we have built in sophisticated retargeting activity to convert Amazon Prime viewers at point of purchase on Amazon’s shopper website.”