- CLIENT
- Callebaut · Cacao Barry
- SCOPE
- Social Media · Offline Promotion
- PERIOD
- 2025.08 ~
Callebaut and Cacao Barry, chocolate brands that chefs use. The work runs from Instagram channels for chefs to a chocolatier competition and an exhibition booth.
Instagram Operation
Saves over likes.
The offline Master Class, once open only to a few invited chefs, was brought online ten times over 13 months from September 2025. The cycle runs in the same order each time: the class on site, three-part Reels split by recipe, follows and comments, a recipe book sent by DM, then sign-ups for the next class. ‘CALLEBAUT Recipe’, a series that makes the recipe itself the content, drew more saves than likes. In July 2026, 10 baking creators were invited to a bonbon class by Chef Lee Sanghwa, Korea’s World Chocolate Masters representative. The class led to 30 pieces of content from attendees and four trade press articles.
World Chocolate Masters 2025 Korea National Selection
The day Korea’s representative was chosen.
The Korea National Selection for the World Chocolate Masters, a chocolatier competition organized by Cacao Barry and Callebaut. The work covered the opening film ‘PLAY’ and on-site social content for the launch event in August 2025, venue design and operations on competition day, and PR afterward. Two chefs took on five challenges over eight hours. Viewing in the competition room was limited, so a four-camera YouTube live stream carried the event to an overflow room and a press room. Chef Lee Sanghwa won and became Korea’s representative.
2025 Seoul Cafe Show
A booth turned exhibition.
The booth became a space for viewing the pieces: ‘The Chocolate Gallery’. Entries from the World Chocolate Masters Korea National Selection and menu items by six Collective Lab chefs were shown with description cards. Also produced: light panels, table graphics, a brochure and leaflet, looping video and an Instagram tag event.
Always open
to something new.
contact@ul-ul-o.com