02 / STRATEGY
03 / EXECUTION
From this insight ADMERASIA created Yum Chat, a 5-part documentary series featuring Asian American chefs telling their stories in a relatable and truthful way while preparing home cooked recipes utilizing Twin Marquis products. The series was distributed through Twin Marquis social and web properties with additional distribution through BuzzFeed who, in partnership, provided native integration of the content within their Tasty and APOP direct and social channels.
Renowned and award-winning chefs, Esther Choi of mŏkbar, Wilson Tang of Nom Wah, Bao Bao of Baoburg, Hooni Kim of Hanjan, and Lien Lin of Bricolage made up the core cast of Yum Chat.
A rotating cast of special guests made each episode unique: travel influencers, Top Flight Family; award-winning food writer, Cathy Erway; director/host of Sinovision’s Asian Cooking Show, Tian Zhu; parent blogger, Maria Wen Adcock; and actor-musician, Giullian Yao Gioiello.
In addition to organic social media garnered by the cast members eager to share their experiences, ADMERASIA, in partnership with International Secret Agents, developed an Instagram Story campaign that included Dish Granted’s Steven Lim, pop-sensation, Jason Chen, musician, Jun Curry Ahn, and Wong Fu Productions’ Phillip Wang.
04 / LIFECYCLE
By activating both the regular and special guest cast members, Yum Chat’s reach grew exponentially and organically across all major social platforms.
Each chef created an original recipe using a Twin Marquis product. The recipes, tutorials, and videos remain evergreen on Twin Marquis’ website.