Nestlé Professional (NP) wanted effective seasonal content, packed with insights and trends, to offer chefs across pubs and casual dining. Placing its products front and centre. After impressing with our thought leadership publication, Coffee Notes, for Nestlé Coffee Partners, NP wanted one with a foodie edge. Something insightful and current that chefs could reference when planning and creating delicious menus.

Time to ‘Tuck In’

We got inside the minds of chefs, researching their needs and challenges – from meeting the demand to craft innovative and sustainable menus to the battle of finding affordable ingredients in a cost-of-cooking crisis.

By unearthing food and drink trends, we pre-empted future needs and wrote practical, helpful content on topics like cutting costs, nose-to-tail eating, and sustainable farming. Then, we served up the right solutions – connecting them with Nestlé products and recipes.

With the name ‘Tuck In’ on the table, we studied the food and drink publication space before creating two conceptual routes to bring ours to life – blending what was ‘on trend’ with Nestlé Professional’s brand guidelines. Once the route was chosen, the first issue was splashed with electric visuals from cover to cover.

An appetite for more!

The feedback after two issues of Tuck In has been super. Serving chefs a high-impact blend of curated research, razor-sharp content, and vivid visuals. One even had its own Cracked-curated food tour! We’ve now locked in a long-term commitment to continue to produce more Tuck In editions (and food tours!) as part of an ongoing annual marketing plan – so there’s plenty more crave-worthy content to come!