Show Your Roots

After the success of the first year of Creative Chef, we expanded the Creative Chef concept to include a preliminary round of qualifiers called “Show Your Roots.” Twenty-two creative directors signed up to cook Edward their signature dishes in the comfort of their own homes. This allowed Edward to spend an entire evening with the same people he couldn’t get 10 minutes with before. Nine of them were then selected to compete in the finals.

Once again tickets to the final event sold out in under a week. At the event, Edward was able to seamlessly promote himself to both the contestants and attendees.

Agency: TAXI