Food-themed entertainment brand, Chefclub has partnered with the ‘inspiration to realisation’ platform, Pinterest to develop new and innovative food content.
The deal sees Chefclub creating new shows for Pinterest – beginning from this month – which look to ‘redefine’ cooking shows as we know them.
These will include ‘The Party Table’, where audiences will find inspiration for perfectly executed themed parties; ‘Everything Must Go’, where each episode will showcase one ingredient that is used in multiple ways to reduce waste; ‘Do It For The Pin’, for lovers of technology and including hacks and tips to take the most pin-able pictures; ‘Far From The Kitchen’, an ASMR-friendly outdoor cooking show; and ‘What’s In My Plate’, where guests get to win money by guessing the ingredients of Michelin-starred dishes.
“We’re thrilled to partner with Pinterest and to put our studio at the forefront of cooking show productions,” commented Thomas Lang, co-founder and ceo at Chefclub. “The innovative concepts we bring to life with this partnership come to enlarge our catalog, push the boundaries of cooking shows on social media, and bring new original content to the highly demanding audience of the platform.”
Johan Gipch, head of creator partnerships France at Pinterest, continued: “Pinterest aims to collaborate with the most innovative creators and partners in order to always offer the most inspiring content to Pinterest users across the globe.
“In that context, we are thrilled to announce the launch of these five new original shows produced by our long-time partner Chefclub. As always, Chefclub innovates in the cooking content landscape by designing creative, entertaining and educational content, perfectly in line with Pinterest’s DNA.”
The partnership with Pinterest follows several high-profile streaming deals with AVOD and SSVOD channels such as Pluto TV (US, UK, Spain, Latin America) and Samsung TV (France Switzerland).
On the licensing and consumer products side, Chefclub operates a robust D2C and D2R and publishing business, which have sold 700,000 books and 250,000 Chefclub Kids cookery kits to date. The company also works with licensing agents in the UK, Germany, Italy, China and Benelux, and has won three Licensing International Awards for Best Digital Brand in France (2021, 2019) and Germany (2021).
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