Unilever

CSC Magazine

INITIAL SITUATION AND OBJECTIVE

Chefs are experts, Unilever knows that too. Yet new tricks are continuously being developed to make everyday life in the kitchen that bit easier. Inspired by this idea, the Unilever Chefmanship Centre

organises special professional workshops devoted to specific catering themes. To present an overview of the workshops and allow

potential participants to register directly, the company wanted to create a magazine in the form of a folder containing all relevant information.

IDEA AND IMPLEMENTATION

What does every chef need? Precise and regular inspiration. Inspiration is therefore the central theme running through the entire magazine. Bright, modern photos of dishes

and applications capture readers' imagination, while a continuous text mechanism guides them through the magazine. Appealing to chefs directly and always

on an equal footing. Tone: rather than lecturing, Unilever's aim is to help each cook enhance his or her skills.

OBJECTIVE ACHIEVED

The result is a magazine packed with 20 pages of pure inspiration. Never dull or boring, it captures chefs'

attention immediately – and in three countries, thanks to adaptations for Switzerland and Austria.