The Merchant Gourmet 'Yes Chef!' Campaign is Running Now
Michael Hemsworth — January 20, 2026 — Marketing
References: merchant-gourmet & retailtimes
The Merchant Gourmet 'Yes Chef!' campaign has been created by the Insiders creative studio to encourage consumers to embrace their inner chef as well as culinary tradition.
The campaign is inspired by the language used in professional kitchens and focuses on bold visuals that see everyday consumers creating culinary masterpieces right from their own kitchen. This includes amateur chefs using ingredients in chef-inspired ways like grating cheese, sprinkling spices and squeezing a lime. The campaign is running for two weeks in London and Bristol, and will encourage consumers to pick up Merchant Gourmet pulses, beans and grains.
Interim Head of Brand Sarah Forman commented on the Merchant Gourmet 'Yes Chef!' campaign saying, "With the ‘Yes Chef’ campaign, we’re giving everyone the confidence to cook like a pro. We want people to throw on an apron, experiment with flavours, and put their own spin on dishes – whether it’s impressing friends, family, or just treating themselves to a midweek masterpiece.”
The campaign is inspired by the language used in professional kitchens and focuses on bold visuals that see everyday consumers creating culinary masterpieces right from their own kitchen. This includes amateur chefs using ingredients in chef-inspired ways like grating cheese, sprinkling spices and squeezing a lime. The campaign is running for two weeks in London and Bristol, and will encourage consumers to pick up Merchant Gourmet pulses, beans and grains.
Interim Head of Brand Sarah Forman commented on the Merchant Gourmet 'Yes Chef!' campaign saying, "With the ‘Yes Chef’ campaign, we’re giving everyone the confidence to cook like a pro. We want people to throw on an apron, experiment with flavours, and put their own spin on dishes – whether it’s impressing friends, family, or just treating themselves to a midweek masterpiece.”
Trend Themes
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Amateur Chef Empowerment — This trend empowers amateur chefs to experiment with culinary practices, leading to innovative cooking experiences at home.
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Culinary Tradition Revival — Reviving culinary traditions presents opportunities for creating new consumer engagement by blending heritage practices with contemporary appeal.
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Interactive Food Campaigns — Interactive campaigns that connect with consumers through participatory cooking experiences can disrupt typical marketing approaches in the food sector.
Industry Implications
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Food Marketing — The food marketing industry is evolving to include campaigns that actively engage consumers in the cooking process, creating deeper brand connections.
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Home Cooking Equipment — Growth in amateur chef interest boosts the home cooking equipment market, encouraging the innovation of user-friendly, professional-quality kitchen tools.
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Ingredient Production — Producers of culinary ingredients are poised to innovate by redefining traditional products to appeal to consumers seeking authenticity and creativity in their cooking.
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