Le Cordon Bleu Australia is inspiring prospective students to fulfil their potential in a bold new campaign created by Showpony Adelaide.
The ‘Mastery in the Making’ brand campaign calls on potential students looking to be the world’s best in the culinary, hospitality and business fields.
In the world of food, reputation is everything. But while Le Cordon Bleu is a globally recognised provider of culinary education — with alumni including Julia Child, Sarah Todd and Dame Mary Berry — they had never launched a brand campaign here, and had low brand awareness in the Australian market.
As well as running a world-renowned culinary arts program, the institution offers prestigious new courses in business and hospitality. So they wanted to showcase that at Le Cordon Bleu Australia, graduates can be a master at whatever they choose, from food preparation to restaurant management and business leadership. And, enjoy a career rich in opportunity — walking right through the door at the world’s greatest restaurants, hotels and hospitality venues.
Recognising that mastery in the culinary world is achieved only by a true hunger to know more, Showpony set out to create a campaign that reflects this commitment and obsession. Plus, the institution’s rapid, immersive learning that provides access to the world’s best teachers, finest ingredients and top industry partnerships, setting students on a course for greatness.
Says Rory Kennett Lister, creative director, Showpony Adelaide: “Le Cordon Bleu Australia is an organisation with real prestige and heritage. We loved the challenge of bringing that to life in a way that would cut through with audiences today, while also highlighting new course offerings that people might not traditionally associate with the brand.”
The result, ‘Mastery in the Making’, is a strong, contemporary brand positioning that speaks to the premium nature of Le Cordon Bleu Australia. The campaign tells the story of four individual students who followed their passions and climbed the ranks — in business, hospitality and culinary arts.
The energetic TV executions reflect the exciting pace of the industry. While the global voiceover challenges students to strive for more — to be their best — both here and around the world.
Showpony developed the campaign positioning and identity by working closely with the Le Cordon Bleu Australia team, and interviewing graduates to gain insight into the institution’s unique point of difference.
The campaign is appearing nationally on TV, outdoor, digital ads and social media, and has created a unique positioning for the institution with a far-reaching impact.
Says Rachel Harris, marketing manager, Le Cordon Bleu Australia: “Our brief to the agency involved developing a new positioning line and identity for the Australian market that would leverage our long-standing global footprint in culinary arts, and showcase our new course offerings.
Showpony exceeded our expectations and the campaign has been embraced by both local and international stakeholders, and is already achieving incredible results for us.”
Agency — Showpony Adelaide
Creative Director: Rory Kennett-Lister
Senior Creative and Director: Abby Moulton
Senior Creative: Nic Maumill
DOP: Emerson Hoskin
Art Director: Chico Zuccato
Account Director: Laura Prior
Account Manager: Ella Wood
Producer: Lisa Brown
Junior Producer: Alex O’Neil
Client — Le Cordon Bleu Australia
Sarah Bavey, Head of Sales & Marketing
Rachel Harris, Marketing Manager
Emma Wormald, Digital Marketing Officer
Rachael Nell, Public Relations Advisor