CASE STUDY:

VOLPI FOODS DATA DRIVEN

TEST KITCHEN

The VOLPI FOODS Data Driven Test Kitchen Campaign was created to launch Volpi’s B2B > B2C transition in 2015. As VP Culinary Creative Director at Zero Point Zero (ZPZ, Anthony Bourdain’s Production company) I oversaw the $2MM account and a team of 20 extraordinary creatives from recipe developers, writers, graphic designers, video and still photgraphy teams.

  • 250 orignial recipes (savory and sweet

  • 250 Beauty shots of recipes

  • 104 recipe videos

  • recipe process photos

  • :30 spots to air on cable networks

All recipe topics and trends drawn from google data analytics. At that time, the marketing trend was to avoid looking like a brand that overtly “sells” their products. Instead, we used a seductive approach: pulling consumers in to the brand via voice, storytelling, art direction, and creating a world they want to immerse themselves in - was the key to our campaign’s success.

METRICS:

VOLPI FOODS jumped in valuation from an $88MM company in 2014 to $880MM in 2018. And rose to #2 in the cured meats catagory nationwide, behind #1, Boar’s Head.

PROJECT DETAILS:

Lomito Steak Sandwich

Grilled Cauliflower with Pancetta

BLUEBERY GALETTE

Whole Baked Trout

The Volpi Wedge