Written by Alexandra Robins

In today’s media market, engaging and authentic storytelling is essential for positioning a brand or event as more than just a transactional experience.  

Launching in 1965, Nestlé Professional’s Golden Chef’s Hat Award (NGCHA) is Australia’s longest-running competition for emerging chefs, providing a launchpad for culinary talent.  

However, with shifting industry dynamics and the rise of social media, it was crucial to find new ways to engage young chefs and position NGCHA as more than just a competition.  

Instead, it was vital that it became a symbol of opportunity, growth and community for the next generation of young chefs. 

The brief: Connecting with the next generation of chefs 

For a competition with the rich history of the NGCHA, the next frontier was to elevate this prestigious culinary competition beyond its traditional format and transform it into a aspirational experience for the next generation of young chefs.  

IMPACT was engaged to leverage the 2024 ‘Careers Will Be Made’ campaign driving awareness, increasing entries, and fostering deeper connections with the foodservice industry, apprentice chefs, and the Australian public. 

The objective was to position the awards as a pivotal career milestone, providing more than just medals and prizes, that emerging chefs would aspire to enter. 

In addition, the communications program would need to showcase Nestlé Professional’s sub-brands to its core audiences. 

The strategy: Cultivating connections through the culinary narrative 

To tell a story that resonated with young chefs, media and the foodservice industry, a strategic campaign would be anchored in meaningful human-led stories, including the talented NGCHA alumni and competitors. 

IMPACT implemented a four-phased media strategy to generate excitement in local, metro and trade publications from the call for entries through to the national grand final.  

Alumni were a crucial element of this campaign, with five former Golden Chefs engaged to share their personal stories of growth and success across media and social platforms.  

This provided the young chefs with insight into the friendships, memories and connections formed through the awards program, adding depth to the competition’s reputation.  

IMPACT took NGCHA into new territory this year by hosting its first-ever Instagram Live Q&A. This interactive platform allowed competitors to engage directly with Nestlé Professional Executive Chef and Golden Chef judge, Elke Travers, providing advice and tips on the competition.  

This initiative fostered direct connections and reinforced Nestlé Professional’s commitment to nurturing talent and building a supportive culinary community. 

Delivering golden results 

This year, the Nestlé Golden Chef’s Hat Awards achieved remarkable results with total reach of more than 58 million, marking a 489 per cent increase compared to 2023. 

In an era where brands must innovate to forge deeper connections, authentic storytelling and strategic outreach have become indispensable.  

Sharing the journeys of the alumni cohort was essential in the successful recruitment of 220 chef participants, showcasing the competition’s relevance and appeal among emerging culinary talent. In the process, it transformed a competition into a dynamic community.  

By prioritising these narratives, the Nestlé Golden Chef’s Hat Award’s reputation was elevated as a vital and career-making opportunity for the future of the foodservice industry to grow, connect, and find inspiration.