| Title | THE CHEF |
| Brand | USACHEVSKY MARKET |
| Product/Service | USACHEVSKY MARKET |
| Category |
G01. Local Brand |
|
Entrant
|
ART UNION Moscow, RUSSIA
|
|
Idea Creation
|
ART UNION Moscow, RUSSIA
|
|
PR
|
EXPLOSIVE PR Moscow, RUSSIA
|
Credits
| Dmitriy Senderov |
Art Union |
CEO |
| Vitaliy Gevorkyan |
Art Union |
Executive Creative Director |
| Mikhail Goryaninov |
Art Union |
Executive Creative Director |
| Egor Gournik |
Usachevskiy Market |
Director |
| Nikita Senderov |
Art Union |
Chief Creative Officer |
| Olga Popova |
Art Union |
Copywriter |
| Mariya Nesterenko |
Art Union |
Agency Producer |
| Anna Usacheva |
Art Union |
Art Director |
| Oleg Egorov |
Art Union |
Producer |
| Vladimir Konarev |
Art Union |
Video Director |
| Aleksandr Nosovskiy |
Art Union |
DOP |
| Roman Maslennikov |
Взрывной PR |
CEO |
| Aleksandr Andrianov |
Взрывной PR |
PR Manager |
| Julia Khramchenkova |
Взрывной PR |
PR Manager |
| Andrei Filatov |
Взрывной PR |
PR Manager |
| Anfisa Sultanova |
Взрывной PR |
PR Manager |
| Ilnur Haev |
Взрывной PR |
PR Manager |
| Anton Regitov |
Взрывной PR |
PR Manager |
| Alexandr Bersenev |
Взрывной PR |
PR Manager |
Why is this work relevant for PR?
The recognition of female chefs in the "Best Restaurant Concept" vote caused a significant resonance. Voting was actively discussed in the Internet community and in the News. Thanks to resonance,
for the first time ever the LARGEST online dictionary of Contemporary Russian has offi cially announced that the word “chef” can be used both in the masculine and feminine genders.
Background
In Russia, there is a stereotype that the best chefs are men.
Main stereotypical arguments against female chefs:
• Physically hard work.
• The most important thing for women is family.
• Women have low gustatory sensitivity.
• Women have less developed managerial skills.
The goal of our project was to draw public attention to the problem of disrespectful treatment of female
chefs in Russia.
The mission of our project was to dispel the stereotype that the best chefs are only men.
Describe the creative idea (20% of vote)
To influence the attitude towards female chefs, we conducted a vote on the Usachevsky market for the
best restaurant concept using a mobile application. The visitors were asked right at the spot to vote. The voting was carried out among the visitors of the who tried the dishes in our restaurants. The result of the vote helped determine the winners, who were mostly female chefs. So, we were able to dispel the myth that the only professionals in the kitchen are male.
As the results were published, the story took off, and grabbed both positive and negative attitudes from
different audiences. But stopping the sexism in the kitchen was never easy.
Describe the PR strategy (30% of vote)
During the first campaign stage, our audience were the guests of the market. As the voting results came in, we had two main target audiendces – the general population and the professional community.
Describe the PR execution (20% of vote)
During the first stage, we offered the market visitors to independently confirm or refute the stereotype
that the best chefs are men through a mobile app voting system. The result of the vote helped determine the winners, who were mostly female. So, we were able to dispel the myth that the only professional in the kitchen is a male chef.
After we published the reaults of the vote, media noticed it. And the story took off.
After that we contacted online dictionaries and added a new gender for the Russian word Chef.
Creating a new, even more widespread, story.
List the results (30% of vote)
We defied the stereotype that the best chefs are men. We got a lot of media and public attention. The total
number of impressions of The Chef project amounts to more than 87 million throughout Russia.
And for the first time ever, the LARGEST online dictionary of Contemporary Russian has announced
officially that the word “chef” can be used both in the masculine and feminine genders.
The number of visitors to the Usachevsky Market has doubled and the revenues of restaurants with
female chefs has, in turn, increased by 230%.
Please tell us about the brand in relation to the locality or market where the product / service is distributed
Usachevsky Market is a popular place in Moscow, with more than 30 best restaurants and cafes with
different national cuisines.