Chefclub and Klépierre Kick Off Live Shopping Mall TourChefclub and Klépierre Kick Off Live Shopping Mall Tour

Chefclub and 10 French malls from the Klépierre Group have teamed up to host a series of live events called “Playfood” – aimed at offering gourmet, accessible, fun and shareable culinary experiences to kids and families.  

The “Playfood” live events will tour France from October into 2023. Each event will last from Wednesday to Sunday, and will feature three dedicated areas, each branded by a Chefclub Kids character and each offering different food-related experiences.  

At Maurice’s Diner, families can enjoy and participate in making trompe l'oeil (fool the eye) recipes, food workshops, family culinary battles, castings for Chefclub Kids Creators and demonstrations by a trompe l'oeil food influencer.  

The Carlton’s Quiz area will host a TV-style quiz show about food featuring a Sweet and Sour team that will compete by answering questions.  

Lola Land provides a colorful Instapoint for taking photos for social networks with a lollypop and a donut prop to sit on. Participants will be encouraged to post their photos on Instagram to create a viral campaign and will be able to win some Chefclub goods.  

A branded phygital “Playfood game” will be available during the event where visitors can get instant-win prizes from the shopping mall, Chefclub and the various partners involved.  

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“We are proud to begin this first-time partnership with the talented French brand, Chefclub, and its team, with whom we share a common objective: to host fun, unique and outstanding experiences for our audiences,” says Salma Kharchafi, head, marketing, France and Belgium, Klépierre. “This kind of tailor-made cooking events make sense for our malls which are lifestyle experience-based venues.”  

“Experiential marketing is a key driver for Chefclub and these mall events in the biggest cities in France are a fantastic expression of what Chefclub brings to families: fun, cooking and entertaining experiences,” says Marie-Laure Marchand, senior vice president, global consumer products and business development, Chefclub. “We are delighted to partner with Klepierre’s French shopping centers with whom, thanks to their trust and enthusiasm, we will create unforgettable memories for our No.1 fans!”  

The initiative will be supported by a local marketing campaign organized by each shopping center with PR, newsletters, social media, in-store POP and stickers and radio spots announcing the date and time of the activities. Chefclub will also leverage and promote each date via Facebook and Instagram stories as well as on its French website.  

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Chefclub is exhibiting at Brand Licensing Europe 2022. Find more info here.