Leveraging on the ability to host videos, static images, and link to different accounts through tagging, we used Instagram as the main hub of inspiration for our aspiring home chefs. Each month, two recipes are featured – a ‘Quick and Easy’ for the time-starved,
and a ‘Feeling Fancy’ for the more ambitious – with step-by-step video and photo instructions.

In addition to this Instagram “choose your culinary adventure” concept, we created a content series focused on providing tips and hacks around the kitchen for our fledging home chefs.

STRATEGIST: Cai Yu Lam
ACCOUNT DIRECTOR: Sophina Smith
CREATIVE DIRECTOR: Sharim Gubbles
ART DIRECTOR: Tan Su-Lin