Real chefs. Real products. Real ROI.
Performance Food Group is one of the largest foodservice distributors in the U.S., supplying products to more than 300,000 locations across the country. The team approached us with a bold idea: create an Iron Chef-style competition show to showcase their grab-and-go food solutions. In just eight weeks, we filmed, edited, and premiered “FreshTakes”: a content series designed to educate, entertain, and engage their industry audiences.
Campaign Concept and Creative Strategy
We envisioned FreshTakes as a 15-minute challenge that was fast-paced, chef-driven, and grounded in PFG’s turnkey food solutions. As part of the pre-production process, we also created the show’s visual identity, positioning strategy, and name — balancing culinary energy with commercial utility.
Production and Direction
We transformed PFG’s corporate test kitchen into a functional set and directed all four episodes over a two-day shoot. Each episode featured Chef Lonnie, PFG’s head corporate chef, as the host, with top chefs from across the organization competing head-to-head. We handled all set design, crew coordination, culinary staging, and live action direction — delivering a branded experience that felt professional without losing its playfulness.
Post-Production and Content Delivery
Following production, we edited each episode into multiple lengths and formats to support usage across channels — including full-length versions for internal training and events, and short-form cuts for social media and trade show screens. Each asset was optimized to highlight PFG’s innovation, showcase chef talent, and drive interest in their convenience-forward food offerings. The result: an entertaining and practical series that brought product stories to life in a fresh new way.
“The How can I thank you and your amazing team for the production of Fresh Takes? You were flawless in the development and execution, making the entire experience a true joy to be a part of! Thank you. It seems inadequate, but know that you have my total appreciation and gratitude for your professional approach to our project and the talent and expertise you exemplified throughout the process. If there were an Oscar to present for best-in-class strategic development and production, you would be dubbed the GOAT team and win that award!”
Christina, Senior Director of Marketing, Performance Food Group