Chop Steakhouse & Bar’s Steak Masters Campaign Is a Work of Art
Chop Steakhouse & Bar launches their artful 2024 Steak Masters menu across their 17 locations in Canada this week. Cooking the perfect steak is an art, and only experienced master chefs have the skills required to deliver. For the 2024 Steak Masters menu, Chop’s very own executive chef Stephen Clark has crafted a fresh take on a seasonal menu with a unique offering of roasted bone marrow, black truffle butter sirloin, and slow braised, bone-in short rib; not your average steak menu.The 10-week long campaign showcases that Steak Masters isn’t just another feature, but an entirely new experience for steak lovers; communicating the craft, skill, and art required in the pursuit of the perfect steak at Chop. To illustrate the Steak Masters experience, the campaign by Full Punch centres on video content that blends the world of an artist making a masterpiece and chef Stephen cooking his own masterpieces.
“Using match cuts, split screen and a variety of other editing techniques, we show the worlds of art and cuisine come together in a truly unique way,” explained Kyle Darbyson, creative director at Full Punch. In static formats, both an artist's colour paint palette and a finished plate are featured complete with headlines like, ‘Every dish, a work of art’. “Marrying these two worlds makes a bold statement about the carefully curated flavours at Chop, and suggests that this isn’t just an average steak menu, but something much more delicious to experience,” said Kyle.
“Steak Masters is an annual event which began last year, added Brett Wills, director of marketing & brand for Chop Steakhouse & Bar. “This year, we wanted to focus on our skill at making some of Canada's best steak dishes. Chef Stephen has not only brought innovation, but a level of craft to this menu that is only matched by the craft of the campaign’s execution to demonstrate Chop as the undisputed masters of steak.”
On location, Chop is offering guests three collectible postcards, each featuring a painting by prominent Canadian artist John Capitano. Guests are encouraged to collect all three masterpieces for a chance to win a Chef’s dinner for six hosted at your local Chop. “We know a three time guest has a high likelihood of becoming a guest for life at Chop,” mentioned Brett. “This promotion, coupled with the curated experience our staff creates for each guest should prove to deliver both long and short term results for the Chop brand.”
The campaign and Steak Masters 2024 is running for eight weeks with the media planning being done by Essence Mediacom.
