Mindful Chef Tossed
Mindful Chef x Tossed
Multi-channel campaign for a menu collaboration with Tossed - where the energy of eating out met the ease of cooking at home.
+35%
email click-through rate
4.3 stars
average recipe rating
For this partnership, we wanted to bring Tossed’s punchy, feel-good personality to life across every touchpoint. Unlike our usual two-week menu features, this was a full-month takeover - a first for Mindful Chef. With just two dishes sitting among forty on the menu, we needed them to shine. Bright pink became our hero colour, contrasting the bright fresh green leaves and produce in the dishes and setting a confident tone across campaign assets.
The creative direction centred on clean compositions - crisp bowls, bold typography and vibrant shadows - letting the dishes take the spotlight. Each recipe was captured from top-down and three-quarter angles, styled with precision and framed almost like modern art. Movement played a key role with stop-motion elements and playful story moments like “Tap to Toss” gave the campaign rhythm across social, CRM and web.
We structured the rollout in three waves - from taste and variety, to health and detail, to urgency and final call - each with a distinct creative nuance. The result was one of our highest-rated partnerships to date, driving strong engagement and exceeding sales expectations, with customers actively opting in to try the limited-edition recipes.
