Merchant Gourmet Invites Everyone to Cook Like a Pro with “Yes Chef”

 What happened

This January, Merchant Gourmet unveiled its latest brand campaign, “Yes Chef,” created by creative studio Insiders. The campaign brings the brand’s Everyday Gourmet platform to life by shifting focus from convenience alone to the joy of flavour, creativity, and confidence in cooking.

Following the success of the 2023 “Proud Cheaters” campaign—which celebrated ease and speed—“Yes Chef” elevates the narrative. It shows how Merchant Gourmet products can be used as a base for delicious, satisfying meals that feel gourmet, even on a busy weekday.

Why the creative idea works

The campaign draws inspiration from the language and energy of professional kitchens and cultural references such as The Bear. Instead of intimidating home cooks, it translates chef-like rituals into accessible, relatable actions.

Visuals feature everyday people adding final touches to their dishes—squeezing lime, sprinkling spices, grating cheese—mirroring the drama and pride of restaurant kitchens. This framing empowers audiences to see themselves not just as cooks, but as creators.

By focusing on small, expressive moments, the campaign reinforces the idea that gourmet cooking isn’t about complexity—it’s about confidence.

OOH as a confidence-building medium

Running across out-of-home placements in London and Bristol for two weeks from January 12, the campaign uses OOH to meet people in the flow of daily life—on commutes, in neighborhoods, and near food decision moments.

OOH works especially well here because it delivers bold, visual inspiration without distraction. Paired with extended reach across VOD, social, and digital channels, “Yes Chef” maintains consistency while adapting to different contexts and attention levels.

The result is a campaign that feels energetic, motivational, and practical—all at once.

Brand purpose and messaging

Merchant Gourmet’s positioning is clear: healthy, everyday food can still feel exciting and indulgent. With ready-in-two-minute pouches of grains, beans, and pulses, the brand removes friction while encouraging experimentation.

As Sarah Forman Hardy, Interim Head of Brand at Merchant Gourmet, explains, the campaign is about giving people permission to explore flavours, try new combinations, and enjoy the process—whether cooking for others or themselves.

The creative team at Insiders echoed this intent, aiming to capture the excitement of professional kitchens while keeping the tone playful and approachable.

Key takeaways for marketers

“Yes Chef” offers strong lessons for brand and OOH strategy:

• Cultural references increase relevance when used authentically

• Empowerment messaging builds emotional connection

• OOH excels at delivering bold inspiration quickly

• Everyday products benefit from elevated storytelling

The campaign proves that food advertising doesn’t need to shout about features—it can inspire behaviour by changing how people feel about cooking.