Cummins&Partners and John West have launched a campaign for the new Special Edition Fiery Range fronted by an unlikely celebrity chef - the brand's much-loved mascot, Kodiak bear.

The Lunchtime Social Feed sees 'Chef Bear' prepare four recipes, with the kitchen mayhem producing results that only a wild animal could achieve.

Says Ryan Willett, brand manager, Simplot Australia: "This is a very competitive category and with social feeds dominated by cooking videos, using our biggest brand asset to create some cut through made a lot of sense."

VIEW THE FIRST FILM
VIEW THE SECOND FILM
VIEW THE THIRD FILM
VIEW THE FOURTH FILM

Says Ben Couzens, ECD, Cummins&Partners, Melbourne: "The idea is very simple. People like watching cooking shows and people like wild animals. We combined the two with some pretty entertaining results. And with nearly 2 million eyeballs on these films in just one week, it has struck a chord. Oh and no animals were harmed when filming.... just a couple of avocados."

The Lunchtime Social Feed continues across Facebook, YouTube, digital and johnwest.com.au.

Agency: Cummins&Partners
Executive Creative Directors: Jim Ingram, Ben Couzens
Art Director: Sang Wun-Kim
Writer: Chris Ellis
Art Director: Aaron Lipson
Strategy Planner: James Bennett
Designer: Rowan Hammerton
Agency Producer: Naomi Nienaber
Group Account Director: Rod Mooseek
Senior Integration Manager: Alisa Mezhov
Integration Manager: Liz Mitchinson
Director: Nigel Camilleri, Cummins & Partners
DOP: Joel Betts
Editor: Graeme Phillips, Cummins & Partners
Sound Engineer: Dylan Stephens, Risk Sound
Digital Producers: Chris Lee, Tiffany Schrauwen
Digital Developers: Ed Spurrier, Chris Staring
Digital Designers: James Gilbert, Christine Calo
Digital Planning Director: Zac Martin
Digital Developer: Chris Staring

PR: Mango
Account Director: Amanda Sheat
Account Manager: Lauren Hunt
Account Coordinator, Emma Paolucci
Media: Initiative
Client Director: Georgina Leslie
Client Manager: Tara Ridolfi

Client: Simplot
Senior Brand Manager - Shelf Seafood: Stephanie Dore-Smith  
Brand Manager - Shelf Seafood: Ryan Willett
Brand Manager - Shelf Seafood: Lisa Ainsworth