One of the most effective ways to bridge the gap between brands and operators is with the right chef ambassador – someone who not only brings culinary credibility but also resonates effectively with your target audience and reflects your brand values. 

Making the right choice can be tricky – and getting it wrong can damage reputation and waste resources. Working with a partner that knows the pitfalls and has a network that will help secure the most appropriate ambassador will get the best results for your brand.  

Here are six key considerations: 

1. Get the brief right

What’s important to one brand is different from what’s important to another. Make sure the selection criteria has been agreed and all stakeholders are aligned – from marketing to development chefs. If you’re unsure what your selection criteria should be, work with an expert. 

2. Social relevance

When evaluating a potential ambassador, look beyond sheer follower numbers. A chef with 50,000 engaged hospitality professionals and food-service buyers on Instagram might offer much more value than one with 500,000 followers if the latter’s audience is primarily home-cook foodies. The key question: Does their social media reach map to your core audience? 

Engagement rate (comments, shares, saves) and platform relevance (LinkedIn for commercial operators, Instagram and TikTok for trend-setting chefs) matter just as much as follower count. Choose someone who consistently interacts with the hospitality sector rather than simply delivering high volumes of general foodie posts. 

3. Reputation and awards

A public profile rooted in peer recognition helps validate your positioning. For example, a chef who has won or been shortlisted for national awards carries weight. Their reputation is an asset; they should be trusted by your audience already, meaning the endorsement embeds easily rather than feeling like a forced promotion. 

Look for testimonials, press coverage or client case-studies that underline the chef’s consistency, professionalism and collaborative behaviour. Also consider whether the chef is aligned to industry organisations such as the Craft Guild of Chefs. A chef with a strong track record is less likely to produce mixed messaging or mis-align with your brand standards. 

4. Previous brand partnerships

Investigate their past brand partnerships – as well as any potential current clashes. Have they worked with credible foodservice suppliers? Did those collaborations deliver measurable value in the professional channel? For example, a chef who has previously aligned with on-trade operators or distributors will understand the subtleties of the B2B marketplace. 

Beware of “one-size-fits-all” chef endorsements: if their portfolio is heavy on FMCG consumer campaigns, they may lack the credibility to serve a foodservice supplier audience. Seek examples where they’ve developed recipe concepts, delivered training or engaged with operators, rather than simply appearing in consumer-facing adverts.

5. Product and audience alignment

Perhaps the most important consideration is alignment between the chef’s ethos, your brand values, the product offering and the end-user audience. Misalignment not only hampers authenticity but can alienate the very audience you want to attract. 

Choose a chef whose cooking style speaks directly to your market niche. If you’re offering premium meat product or sauces, a chef known for artisan-style meat cooking in gastro pubs makes sense. If your product suite is plant-based proteins for the flexitarian segment, then a chef thriving in that space brings more credibility.  

It’s also worth considering what you need from a chef ambassador – charisma and public speaking ability might be more relevant to your campaign (and target audience) than pre-recorded social media posts. 

6. Long-term fit and brand storytelling

Finally, view the ambassador role as a strategic partnership rather than a one-off advertisement. The key to long-term success is to share as much information as possible at the outset – from product information to sustainability credentials and production process. The best chef ambassadors become integrated into your brand story: they help co-create recipes, appear in operator training sessions, speak at trade events, and engage in behind-the-scenes content. Over time, their personal narrative should dovetail with your brand’s journey, giving operators and chefs a tangible reason to believe in your offering. 

Need help getting the right fit? Give our team of food and drinks experts a shout.

We know first-hand that careers in foodservice and hospitality are built on relationships. That’s why we’re proud to be returning for a second year as partners of the Arena Networking Navigator Programme 2026, alongside Arena and Performance Works International. 

Following a successful inaugural year, the programme is back with renewed momentum and a clear purpose: to continue addressing a recognised skills gap among early-career professionals who have not always had access to the in-person networking experiences that are so vital to long-term success in our industry. As the way we work evolves, the ability to form meaningful, career-defining connections remains a critical skill – and one that doesn’t always come naturally. 

Launching in February 2026, the six-session hybrid programme once again blends expert-led online learning with high-impact, face-to-face experiences at two flagship Arena events. The structure is designed to build confidence step by step, ensuring delegates can put theory into practice in real-world industry settings. 

The programme begins with the fundamentals: understanding why networking matters, what makes a strong first impression and how to become a more effective, authentic networker. Delegates then focus on refining their elevator pitch, learning how to break the ice, prepare for events and adapt their approach for in-person and online environments. 

A core strength of the Networking Navigator is the opportunity to practise these skills live. The Arena Futures Live Event provides a supportive space for delegates to connect with peers and industry leaders, while Networking 101 sessions tackle practical challenges such as entering and exiting conversations, steering discussions with confidence, following up effectively and approaching new contacts. 

Preparation for one of Arena’s most prestigious events is another key milestone. Delegates will set clear objectives, rehearse introductions and receive practical guidance ahead of the Arena Savoy Lecture at The Savoy, London. The programme concludes with a graduation ceremony at the Savoy Lecture itself, where participants are invited on stage to receive their certificates. 

Our own Olivia Charles was one of the successful 2025 cohort. Here’s what she had to say about it: “Before joining the Networking Navigator programme, networking felt daunting. The course pushed me outside my comfort zone and helped me realise that most people feel exactly the same. We are all simply there to connect. It shifted my mindset, strengthened my confidence and gave me practical tools to approach people, hold meaningful conversations and navigate interactions with ease. It has been a genuinely valuable experience for both my personal and professional development.”

Priced at £950 + VAT, including attendance at both Arena Futures and the Arena Savoy Lecture, the Arena Networking Navigator Programme is a powerful investment in future industry leaders. 

Head to area.org.uk for details.  

By Rachel Taylor, managing director, William Murray PR & Marketing

Fibre is becoming the biggest comms opportunity in UK foodservice this year, and one businesses should maximise.

The M&S 2026 Health Trends report highlights fibre’s move into the mainstream: “Fibremaxxing is about strategically ‘maximising’ the fibre in your meals (like swapping white rice for brown or adding chia seeds to your lunchtime salad),” the report suggests.

Consumers are actively ‘fibremaxxing,’ and that creates a clear, timely story for operators and brands.

As a comms specialist I’m watching this because it’s simple to activate and easy to measure. Reformulate for texture and taste, build menu swaps that add clear grams of fibre, and tell the story in plain language.

Do that and you’ll drive trial and repeat visits.

Three quick, practical moves I’d prioritise for a comms strategy:

1. Make it tangible: Always show grams of fibre per portion and a one‑line benefit.
2. Lead with flavour: Frame fibre as a taste and texture win, not a compromise.
3. Share what you doing: Join or lead the ‘fibre’ conversation, using your spokespeople to contribute to trend reports to drive maximum trade media pick‑up on what you are doing – and why.

If your brand can make fibre convenient and craveable, the commercial upside is real, and the comms lift will follow. Have you got the right launch narrative that wins attention ready to go? Can I help?