OKRP Launches National Campaign for Home Chef


By The Chicago Egotist / /

Chicago-based meal kit company Home Chef, now owned by Kroger,  is distinguishing itself as the meal solution for chefs of all cooking abilities in a new ad campaign from O’Keefe Reinhard & Paul. The advertising features a representation of everyday people who become “heroes of the kitchen” by showing how easy it is to create amazing meals—garnishes, zesting and brown butter saucing included—with Home Chef.

The “Home Chef Heroes” marketing campaign includes four light-hearted spots that show how Home Chef makes mealtime stars out of such individuals as a teacher, a working mom and even a seasoned cook. The ads show the wide array of menu options, easy cooking instructions and quality ingredients offered in the meal kits.

“Home Chef differentiates itself from other meal kits by offering a variety of meal choices, having easy-to-cook recipes, and helping our customers sharpen their cooking skills,” explained Brian Irwin, VP of Brand at Home Chef. “This new work demonstrates why we lead in customer satisfaction in this fast-growing category.”

The advertising brings to life Home Chef’s new positioning of offering meals anyone can cook and everyone will love. As one ad notes, even the math teacher who thinks he can’t cook, can “cook above his grade level,” with help from Home Chef.

“We took a semi-documentary approach to these ads in order to build tongue-in-cheek reverence for the abilities of our hero chefs to not only get dinner on the table, but to do it with finesse—and set it all to a soundtrack with an epic overture,” explained Marian Williams, Group Creative Director at OKRP. “We wanted to show that cooking can be easy and satisfying with Home Chef and how adding just a little zest or spice can transform a meal.”

The campaign will be activated through TV commercials, Facebook ads, emails and streaming radio ads.

Last week, Home Chef and Kroger announced that they would test weekly rotating in-store meal kits at some Kroger locations, including Mariano’s in Illinois.

Home Chef “Heroes” Campaign – Production Credits


O’Keefe Reinhard & Paul

Group Creative Director                                 Marian Williams

Creative Director                                            Jennifer Bills

Senior Art Director                                          Andrea Knowles

Copywriter                                                      Dana Quercioli

Director of Brand Strategy                              Nate Swift

Brand Strategist                                             Allison West

Account Director                                            Addie Palin

Director, Production Business Affairs            Katie Johnson

Producer                                                         Adeline Pampalone


Froomer Pictures

Director/DP                                                     Brett Froomer

Executive Producer                                        Ivo Knezevic

Producer                                                         Irec Kriske

Line Producer                                                 Maddie Bruton


Whiskey & Bananas

Editor                                                               Nate Pence

Head of Production                                         Scott Mitchell


The Mill

Colorist                                                            Mikey Pehanich

Color Assist:                                                   Lindsey Mazur & Jacob McKee

Color Producer:                                              Dan Butler

Color Executive Producer:                             Laurie Adrianopoli


Chicago Recording Company

Engineer                                                          Eric Cauwels

Executive Producer                                        Rose Razal




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