Series Trailer
Campaign Case Study
INVESCO: RECIPE FOR INNOVATION
Challenge: For decades, the Invesco QQQ ETF has provided access to 100 of the world’s most innovative stocks. Yet, 47% of high-net-worth investors were unaware of its existence and its groundbreaking ingredients.
Solution: What better way to educate about the ingredients in an ETF than a proven format for ingredients...the cooking show. And who better to do it than the world’s greatest chefs? ETF education through the universal language of food.
Campaign: Recipe for Innovation is an eleven-part culinary series featuring world-renowned chefs who crafted original recipes inspired by the companies within the Invesco QQQ ETF. To support the series, we launched an integrated campaign featuring hundreds of pieces of content, amplified across print, CTV, digital, and social media channels. The campaign culminated in a live activation at the NYC Wine & Food Festival and South Beach Wine & Food Festival, featuring the first-ever Chef Kwame Onwuachi hologram and an AI-powered recipe generator. See more & download the recipes at tasteQQQ.com.
Chefs: Marcus Samuelsson, Kwame Onwuachi, Claudette Zepeda, Kristen Kish, Jean-Georges, Jose Andres, Tom Colicchio, Nick DiGiovanni, Nyesha Arrington, Ayesha Nurdjaja & Esther Choi.
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Executive Creative Director & Concept: Andrew Miller, Creative Director: Calvin Lyte, Art Director: Emily Galvelis, Copywriter: Nicole Beraud, Strategy: Leslie Walsh, Mark Himmelsbach, Executive Producer: Tripp Swanhaus, Mike Weise, Director: Andrew Ellemaker, Post: Jonathan Dee, Photo: Johnny Miller, Luc Decker, Jonathan Dee
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AD AGE
FORBES
SHORTY AWARDS: BRONZE
FCS PORTFOLIO AWARD: BEST IN SHOW
The Episodes
The Cookbook
We published a 128-page cookbook / zine featuring all of the recipes, alongside editorials and product info. A promotional brochure disguised as a cookbook, blending innovative recipes with ETF education. The design was inspired by publications our audience loves, with an elegant lynx opaque and linen cover with foil and embossing. Invesco's brand ID anchors the design throughout.
The Recipe for Innovation cookbook transcends conventions of financial collateral, transforming ETF education into something we want to keep on our coffee tables, in our kitchens and engage with as we cook the recipes inside. Replicate the dishes while learning about QQQ holdings.
Distribution: With 2,000 copies printed, our cookbook became highly coveted, limited-edition brand collateral for VIPs and prospects at events like New York City Wine & Food, Future Proof, South Beach Wine & Food, and many others.
