Michelin Star NZ | Siobhain Kehoe

Spec Michelin Star NZ Campaign

*Fine Dining Optional

The Client

Spec: Michelin Star x NZ

The Brief

Promote the introduction of the Michelin Star Guide across New Zealand in a way that feels locally relevant to the Kiwi food industry.

The Insight

For many New Zealanders, Michelin Star means white tablecloths, high prices, and tiny portions. The antithesis of the laidback and relaxed culture at the heart of NZ.

The Idea - *Fine Dining Optional

This idea aims to dispel these stereotypes, cliches, and the Ratatouille-ness. How?

By hero-ing Michelin Star-worthy food from around the world that does not abide by 'tiny portions and fancy foam' stereotypes.

OOH