Unilever Food Solutions’ ‘Chefluencer’ campaign by Greenpark won Gold in B2B Influencer Partnerships at The Drum Awards. It leveraged UFS’s own chefs to create authentic, chef-to-chef content, resulting in a 44% uplift in global reach and 98% average follower growth per chef in just seven weeks.
Unilever Food Solutions (UFS) sought to translate its “by chefs, for chefs” ethos into the digital spaces where operators—professionals within the foodservice industry—now seek inspiration, menu ideas, and trusted advice.
Research revealed two powerful truths: food is one of the most engaging categories on social media, and chefs trust other chefs far more than they trust brands. This created the perfect opening for a new kind of B2B influence.
The answer was Chefluencer—a program that transformed UFS’s own chefs into influential digital voices. Instead of hiring external influencers, UFS built influence from within: equipping its chefs with tailored coaching, real-time trend insights, practical content guides, and a peer-learning hub called 'The Social Test Kitchen'. Every element was designed for chefs’ realities: time-pressured, practical, and results-driven, ensuring content was authentic to their craft yet optimized for digital impact.
The Chefluencer program was designed as a growth engine that combined cultural insight, digital expertise, and practical chef support. The implementation unfolded in three stages:
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The Results:
The impact was immediate. In just seven weeks, the pilot group of UFS chefs built engaged communities organically: with 98% average follower growth per chef, and a 44% uplift in the global reach of UFS’s chef community—with an average of 4.20% engagement rates across channels, above B2B industry benchmarks.
Chefluencer proves that in B2B, the most powerful message comes from trusted peers. More than a campaign, it is a scalable blueprint for authentic, culture-led influence on the path to long-term digital business transformation.
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Greenpark
Greenpark is a global award-winning, digital content agency. 🚀 Our raison d’etre is to create amazing content that people and algorithms love. 🫶 How do...