Just in time for peak summer entertaining season, Président Cheese is turning traditional recipe videos on their head with the launch of Pair With A Pro, a choose- your-own-adventure YouTube experience that pairs viewers with a professional chef.
Using YouTube’s clickable annotations, Président expert chef Gavin Kaysen acts as a partner guiding consumers through a series of ingredient choices to customise a summer salad recipe. Along the way Gavin reacts to viewers’ decisions providing fun ingredient factoids and helpful prep tips. In just a few clicks, foodies can choose from more than thirty different ingredient combinations and visit PresidentCheese.com to download or share their custom creation.
The idea, from Minneapolis agency Solve, capitalises on consumers’ desire for personification and YouTube’s growing popularity as the how-to resource for those seeking culinary advice.
“While many brands tout recipes, this level of expertise and customisation is unprecedented,” said Karine Blake, Président Cheese Marketing Director. “Where else can you get one-on-one James Beard-level instruction right in your own kitchen?”
“We wanted to take the native tools available through YouTube and apply them to our foodies’ mindset,” said Ryan Murray, Solve Account Director. “They’re an audience that craves expertise, but also loves to experiment with new recipes. This use of YouTube’s annotations and mobile cards technology feeds both desires.”
The initiative builds upon the recently launched Président Cheese Life Well Paired integrated brand campaign that pairs the brand’s speciality cheese portfolio with all of life’s occasions. Pair With A Pro is a component of the brand’s summer push for Président Feta that debuted early June across digital, social and print.