The Art of Protein
BLOOM PROVIDORE
Campaign & Project Management / Brand Development
The Bloom Providore 'The Art of Protein' Campaign redefined plant-protein dining by positioning Bloom as the ultimate choice for high-end chefs. Combining culinary artistry with sustainable innovation, the campaign leveraged chef-led creativity and premium branding to elevate the perception of plant-proteins. Through an exclusive art-inspired launch event and a high-impact social media strategy, Bloom Providore established itself as the preferred plant-protein provider for Australia’s finest kitchens.
FMCG / FOOD & BEVERAGE SUSTAINABILITY / B2B
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As Marketing Director, I spearheaded the campaign’s conceptualisation, strategic planning, and execution. My responsibilities included managing creative production, directing social media and influencer collaborations, and ensuring alignment with Bloom Providore’s brand ethos of performance, creativity, and sustainability.
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Local: Australia.
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Bloom Providore Leadership: Strategic alignment and approvals.
Ovolo Hotel Chefs: Culinary collaborators for the launch event.
Influencers and Media Partners: Amplifying campaign reach.
Creative Teams: Content creation and visual storytelling.
Sustainability Partners: Carbon-neutral strategy advisors.
PROJECT OBJECTIVES
Showcase the versatility and performance of Bloom Providore products in high-end dining.
Build brand recognition and align with sustainability-conscious values.
Inspire chefs to integrate plant-protein into their menus without compromising on taste, texture, or aesthetics.
THE CONSUMER INSIGHT
Chefs are increasingly seeking innovative ingredients that align with rising consumer demand for sustainability and creativity. However, existing plant-proteins often fail to meet the performance and quality standards of high-end kitchens, leaving chefs hesitant to experiment.
THE CLIENT AMBITION
Bloom Providore aimed to establish itself as the market leader in plant-protein, targeting chefs and premium foodservice establishments. The brand’s vision was to redefine plant-based dining as a luxurious, sustainable experience.
My Strategic Approach
Strategically positioned Bloom Providore as an industry innovator
Using creativity and sustainability as its core pillars, the campaign saw us launch:
Art Exhibition Launch Event: The campaign debuted with an exclusive event at Alibi Bar, Sydney. Top chefs showcased Bloom products through 15 visually stunning dishes, presented as art pieces to highlight the culinary mastery and premium quality of the brand.
Social Media Strategy: Emulating the fashion industry’s "seasonal drop" model, Bloom released a collection of 15 Instagram assets featuring chef-designed dishes. This approach generated buzz and positioned Bloom as a trendsetting brand.
Sustainability Messaging: The campaign emphasised Bloom’s environmental credentials, including its carbon-neutral ambitions and significantly reduced resource footprint compared to traditional proteins.
Influencer and Media Engagement: Collaborations with food influencers, such as @DeadHungry, and coverage in high-end lifestyle magazines amplified reach and engagement.
The Results speak for themselves
60% increase in social media engagement, with boosted followers, likes, and shares on Instagram.
Earned Media Value of $300,000, with features in high-end lifestyle publications.
50% increase in influencer mentions, driving awareness and establishing credibility.
75% of surveyed respondents associated Bloom Providore with sustainability post-campaign, up from 45% pre-campaign.