Create More: Chef Sense Stories

Read the campaign story

Kenwood introduced Create More within its identity in 2009, according to contemporary trade coverage. A later Chef Sense campaign, documented in a 2016 award record, used personal stories and credits Focus Creative with specialist production collaborators. The earlier platform and later execution are grouped, without treating the award year as the original launch.

The records explain an intended move from product description toward the purposes behind use. They do not establish that every viewer identified with the stories or that the campaign changed behaviour. This study adopts no sales, health or cooking-performance result. Its strategic question is how to make an enabling product relevant without suggesting that ownership creates the relationships or achievements shown around it.

Editorial interpretation: different people can share an activity while having very different reasons for doing it. A platform organised around those reasons may be more useful than one built around a narrow demographic portrait. The team should still avoid turning a handful of stories into a claim about everyone. Variety is an invitation to recognise possibilities, not evidence that the range suits every need.

Editorial interpretation: showing a product in use can make its contribution feel natural, but that contribution must remain legible. If the device is barely connected with the story, the film may become generic lifestyle material. If it is credited with the entire outcome, the claim becomes excessive. The useful balance is a specific practical role within an activity whose meaning belongs to the person.

Write the purpose before selecting the participant

Describe what someone is trying to accomplish and why it matters in the scene. Then choose a fictional character whose circumstances make that purpose understandable. Avoid using age or appearance as a shortcut for motivation. Ask reviewers whether the same activity could matter to someone unlike the person shown, and revise any framing that turns a possibility into an exclusive identity.

Make the enabling role visible but modest

Identify the step the product supports and the steps that still depend on human choices, effort or other resources. A simple storyboard can expose this relationship before production. Ask what viewers think would change without the product. If they assume the whole relationship or achievement would disappear, the concept may be giving the brand credit for more than its actual contribution.

Preserve a platform without repeating the same life story

Define the common relationship between person, purpose and tool, then vary the circumstances meaningfully. A new participant should add a different reason to care, not just a new face. Compare several outlines together and ask which one teaches nothing new. This helps the team expand the platform coherently without counting each execution as a distinct strategic idea.

A small test for another brief

Proposed adaptation: illustrate three fictional adults using a simple paper organiser for different reading projects, showing their goals and the organiser’s limited practical contribution.

Measure whether reviewers understand each person’s purpose and can identify the same modest product role across scenes. Ask which situations feel narrow or stereotyped. Compare the stories with a feature-led diagram containing the same facts. Keep the narrative approach only if it makes relevance clearer without implying that a purchase creates creativity, care, competence or a universally desirable way of life.

Stop if the stories stereotype an audience, hide practical limitations or make the product the supposed cause of a relationship or personal achievement.

• Use original drawings and invented routines.
• Include a version that uses existing materials.
• Avoid food, appliances and claims about personal wellbeing.