From chef to
media franchise
Work: Innovation
Category: Gastronomy
Services provided: Macro-trend & category studies, innovation platforms, brand strategy, architecture, & company name
Award-winning chef, Eric Ripert, was looking to grow from restaurant star to TV personality and hospitality brand.
The transition depended on successfully establishing independence from his Michelin-starred restaurant (Le Bernardin), while building on the reputation he had forged there.
This was achieved in 3 steps that culminated in a beloved foodie network and content franchise that brings people together in unforgettable shared experiences, all infused with Ripert’s unique food philosophy and sensibilities.
First, we defined the business opportunity. Using macro trend and category
research, we mapped out the offerings that would live under this new brand.
Second, we created a unique brand true to Ripert’s food philosophy of discovery and communing.
The brand caters to those hungry for authentic cultural experiences and deeper relationships with food.
It brings people together over inspiring meals, personal stories, and pilgrimages to the source.
All this was in sharp contrast to other celebrity chefs, who either focused on culinary high art
or on 20-minute cooking hacks for the mainstream.
Third, we created name “Avec Eric”
which functions as a personal invitation to the brand.
The French word, “avec”, means “with”, and nods
to Ripert’s French heritage and ties to Le Bernardin. “Eric” puts us all on a first name basis, and sets a casual, inclusive tone. Doing things “with Eric” creates a natural “hook” for brand extensions, e.g., “Cook Avec Eric”, “Travel Avec Eric”, etc.
20 years on, this brand continues to thrive in Emmy and
James Beard award-winning PBS shows (now on Apple TV),
four cookbooks, and exclusive Ritz-Carlton destinations.
