Foodie brand, Chefclub has teamed up with DoohYouLike to offer customers a new omnichannel experience that mixes videos of creative recipes with synchronised multi-broadcasting on social media as well as on screen in store. The partnership is to roll out across France under the name the Culinary Advertising Agency.

This new joint venture combines the talent of the Chefclub unit and its expertise in culinary videos, and the might of DoohYouLike, a team that has a media presence in more than 550 grocery stores in France.

The new culinary advertising service offers food and beverage brands an ‘innovative, turnkey solution’ that includes the creation, production, and broadcast of cooking videos by Chefclub on social media featuring the advertiser’s product, as well as simultaneous broadcast in small-size grocery stores via DoohYouLike screens.

Chefclub is the world’s leading producer of cooking videos broadcasted on social media with over one billion views and 80 million followers worldwide. In France, Chefclub has a community of 8.6 million people and generates more than 200 million views per month.

Meanwhile, DoohYouLike offers a network of more than 550 DOOH screens displayed in more than 350 small size grocery stores located mostly in city centres in France.

This new offering comes at the right time to provide advertisers an authentic voice during the customer’s shopping journey, in line with consumers’ new lifestyles.

Marie-Laure Marchand, director of licensing and business development, Chefclub, said: “Conviviality, fun, and creativity are at the origin of Chefclub, it seemed natural for us to join forces with DoohYouLike to create an original and ad-hoc media proposal for brands looking for closeness and authenticity.

“We are excited about this partnership that will allow advertisers to explore new ways to reach out to consumers directly in-store and on social media.”

Fabrice Guez, co-founder, DoohYouLike, added: “We are very proud of this alliance because our respective media shares common values, to bring useful and entertaining content to everyday life, always in a complicit and authentic approach to cultivate a close relationship.

“The recipe video format takes on its full meaning in the world of grocery stores, allowing food brands to become part of consumers’ daily lives in a native and entertaining way.

“The synergy of our universes provides an all-inclusive strategic lever, designed for both the branding and the performance of food brands, because in addition to the highly qualitative and viral dimension provided by the Chefclub expertise, the DoohYouLike solution allows brands to maximize sales and optimize in-store referencing. We are very excited to support the new habits of the French people, for whom cooking has become second nature.”