Amazon, Genesis & Tastemade partner for culinary series
December 3, 2020
Genesis Motor America, Tastemade, and Amazon Advertising have collaborated to create Origins, a five-part, mid-form social series that celebrates the power of our roots and the journey of our evolution, and that features Amazon Fresh shopability. Each episode profiles an on-the-rise chef who dives deep into their origins story, while cooking a dish that explores the culture and traditions of their past. The weekly series debuts today on Tastemade’s YouTube and Facebook channels.
The series explores the origins of chefs of the future – including Hawa Hassan, born in Somalia during the civil uprisings; Claudette Zepeda, raised near the border between Tijuana and San Diego; Deuki Hong, born in Korea; Rōze Traore, born in D.C., raised between Seattle and Paris, and educated at Le Cordon Bleu; and Jocelyn Ramirez, a Mexican-Ecuadorian American raised in Southeast Los Angeles – and the cuisines that define them. Through the creation of inspiring and mouth-watering recipes that can be made at home, audiences will learn about the origin of each of the chefs, driving home the intrinsic tie between food, culture, and passion.
“At Genesis, we are disruptors: always challenging the status quo with bold design and a unique go-to-market approach,” said Mark Del Rosso, President & CEO of Genesis Motor North America. “That’s why we’re thrilled to team up with Tastemade and Amazon Advertising, to present a digital series that spotlights the stories of chefs who share our progressive and audacious mindset, filmed on a custom-built kitchen set inspired by our distinct and bold Genesis design identity.”
Tastemade will be airing a one-hour special that features the best stories from the series that will run on Tastemade’s streaming network in early 2021.
“At Tastemade, we believe every dish provides an opportunity to explore new cultures and traditions, says Jeff Imberman, Head of Sales & Brand Partnerships at Tastemade. “This series was created with the data and soul-driven storytelling approach of Tastemade along with the reach and convenience of Amazon Advertising to present Genesis with a unique, custom approach to their brand storytelling. Thematically aligned with the Genesis brand, the chefs featured in the Origins series exude young luxury and showcase the drive it takes to get to where they are today.”
Genesis, Tastemade, and Amazon Advertising together created a custom culinary space at Tastemade Studios outfitted with Amazon technology – including an Amazon Smart Oven and the Echo Show 8 – and designed with sleek and upscale taste. The style mirrors the chic design and smart technology of a Genesis vehicle, providing the chefs with a space that enables them to feel boundless when it comes to being creative in the kitchen.
Amazon Advertising has also created a virtual showroom where customers can learn more about Genesis and can explore Origins. On this same page, there will be curated recipes from meals created on the show with links to each of the ingredients to be added to customers’ Amazon Fresh shopping cart for cooking at home.
In addition to Origins, this multi-part project features 10 short-form, useful takeaway videos in the categories of “How-to” and the “Art of Plating” to be distributed across Facebook, Instagram, and Pinterest. The “How-to” videos invite viewers to follow along as each of the chefs from Origins creates a simplified recipe from start to finish, demonstrating proper cooking techniques to avoid the most common kitchen pitfalls. In the “Art of Plating” videos, the chefs show viewers small tricks of the trade to bring home-cooked presentation to the next level. This video format will also be shoppable via Amazon Fresh.