Chef Lester Walker x Williams Sonoma Father’s Day Campaign
Date: June 11, 2022
Project Brief
In collaboration with All Worthy People, Moore Creative Solutions partnered with Chef Lester Walker, co-founder of Ghetto Gastro, and CRUXGG, a MADE BY GATHER brand, to create an Instagram Reel in honor of Father's Day and to promote the sale of their CRUXGG Waffle Maker, where 5% of the proceeds went to fight food insecurity.
Ghetto Gastro is a global mainstay of food as culture using ancestral ingredients to bring a multitude of flavors and recipes to eaters everywhere, merging the cooking traditions of Black, brown, and Asian folks in a high-quality, healthy fashion.
Moore Creative Solutions traveled to Georgetown, D.C. where we met Chef Les and his son, Tre, on set to record them cooking one of his favorite meals together, Spud & Eggs.
While recording and cooking, Les explained to MCS that he and his son wore durags along with the rest of their attire, basketball shorts, and white tees, to be true to who they are but to also show that…
🔥 Black men can wear durags and eat in luxury
🔥 Black men can wear basketball shorts + slides and enjoy caviar
The strategy was to post on Father’s Day as a collaboration post on Instagram with Williams-Sonoma. Because we showcased Chef Les’s CRUXGG waffle maker in the Reel, we pushed his audience to purchase one for Father’s Day, while driving them to find the full recipe on the Williams-Sonoma website.