We developed a short format cooking series called “At The Table” featuring celebrity chef, Amanda Freitag. Consumer research showed our target’s recipe interests were becoming increasingly specific. They were driven by multiplying occasions and needs, like a unique event or dietary restriction. There was an opportunity for Stop & Shop to modernize and personalize family recipes. Enter our concept, “Chef’s Twist,” a Youtube series bringing a new take on popular recipes. Every video in the series involved Amanda revealing the episode’s recipe twist. This matched her personality and cooking approach in past shows like Iron Chef and Chopped. We created six episodes and a campaign promoting the series in display and social channels.