Foodservice is where culinary innovation meets consumer experience, making it a powerful channel for brand growth and loyalty. With over 70% of Canadians dining out or ordering in regularly, the foodservice sector offers unmatched opportunities to introduce products in real-life eating occasions.
For over six years, The PR Department has proudly served as the agency of record for Bocuse d’Or and World Pastry Cup Team Canada. Through our exclusive partnership with Chefs Canada, we have access to a network of over 4,000+ culinary professionals—allowing us to connect brands directly with Canada’s top chefs and industry influencers.
As one of the few award-winning agencies in Canada specializing in foodservice, we uniquely understand how to help brands reach their target customers—whether operators, chefs, or foodservice buyers—by combining strategic storytelling, chef collaboration, and operational expertise.
Successful foodservice partnerships go beyond menu placement—they integrate authentic brand storytelling and chefs collaborations that drive product trial, boost brand equity, and foster lasting industry relationships. Research shows that brands featured in foodservice often enjoy measurable increases in recognition and sales both inside and outside the restaurant.
At The PR Department, we design and execute foodservice strategies that turn every plate into a platform for brand success.
CASE STUDY: ALL-CLAD X BOCUSE D’OR TEAM CANADA
The Brief
All-Clad, a brand long recognized as the choice of culinarians, sought to maximize its international sponsorship with Bocuse d’Or (France) by increasing awareness and reinforcing its position as a top cookware brand within the Canadian foodservice industry.
The goals were to:
- Celebrate Bocuse d’Or Team Canada’s recent continental podium finish
- Showcase All-Clad’s product range, including the launch of its Graphite collection in Canada
- Connect with chefs, retailers, and foodservice professionals to build brand loyalty and awareness
- Lay the foundation for an upcoming chef and restaurant program launching in 2025
The Strategy
1 – Toronto Foodservice Event
To mark Team Canada’s silver medal at the Bocuse d’Or Continental Selection, The PR Department partnered with Chefs Canada to host an exclusive tasting event at Cirillo Academy. Over 100 chefs, retailers, and trade media gathered to sample the winning dishes—featuring Wagyu, shrimp tartare, alligator & grits, and wild boar—prepared by the team with All-Clad cookware.
The event also officially launched the All-Clad Graphite collection. A branded lounge allowed guests to learn about All-Clad’s product lines from Chef Romain Avril while enjoying curated drinks sponsored by beverage partners. Guests engaged with interactive games and contests, including a chance to win an All-Clad Graphite 10-piece set. A branded photo wall allowed guests to take pictures with the team. Those photos were shared on social media extensively.
2 – Montreal Foodservice Event
In partnership with the North American Selection of the World Pâté Croûte Championship, All-Clad became a bronze sponsor of the Montreal event, attended by over 250 guests including 80% foodservice professionals. Guests sampled pâté creations while learning about products including All-Clad cookware.
3 – Ongoing Digital Engagement – Chefs of the Month & Chefs Academy
To maintain momentum and deepen brand engagement, we created a monthly “Chef of the Month” feature on Chefs Canada’s Instagram and Facebook channels, celebrating culinary leaders with interviews and All-Clad gifts. The Chefs of the Month posts are the top performing post on the Chefs Canada’s account, reaching in some cases over 10.7K views.
Additionally, Chef Romain Avril hosted virtual “Chefs Academy” classes, educating foodservice professionals on All-Clad’s cookware benefits and collections, including the new graphite line. These digital initiatives drove significant reach and engagement within Canada’s culinary community. The Chefs Academy classed gained over 7h17 min of watch time on IG alone.
The Results
- The Toronto event successfully gathered over 100 key stakeholders, creating high-impact direct experiences with the brand and team in addition to social and trade media impressions. The event also generated quote inquiries from various chefs to buy All Clad for their restaurants.
- The Montreal event reached over 250 guests, with 80% representing foodservice professionals, effectively expanding brand reach in Quebec.
- The “Chef of the Month” feature garnered over 46,851 views to date on Instagram alone, with high engagement from the culinary community.
- The “Chefs Academy” virtual class recorded over 42,025 views, becoming one of the most popular segments on the Chefs Canada channels to date.
- All-Clad’s logo featured prominently on Bocuse d’Or Team Canada vests, reinforcing the brand’s commitment to Canadian chefs coast to coast.