By Hanna Atasi, consultant, William Murray
Earlier this year, Kraft Heinz Away From Home launched its first ever culinary competition, Masters of the Menu. An initiative aimed at giving back to independent operators across the UK, the competition capitalised on the rich Kraft Heinz brand equity with an activation that offered tangible value.
In partnership with Great British Menu winner James Cochran and the Craft Guild of Chefs, the competition gave five talented chefs the chance to receive one-on-one mentorship from Cochran, developing their business acumen and culinary skills, before competing in an intimate two-round cook off.
The winner, Stefan Sewell, received £2,000 worth of Kraft Heinz product to support his catering business and a cash prize of £2,000. He also won the chance to co-host an exclusive supper club with Cochran, and PR exposure to build his profile within the industry.
Sewell said of this experience: “The competition was an eye opener as I learned more about products that I actually use day to day at work, such as Heinz Professional Mayo, and the differences in that to regular mayo. I was able to truly understand the creativity that can happen in the kitchen with the wide variety of Heinz products available.”
Tom Franklin, director of foodservice at Kraft Heinz described Masters of the Menu as more than just a culinary competition. “It’s a way to champion dedicated chefs from smaller operations and help build their profile within the industry,” he said.
Cochran added that it was a real privilege to share what he has learned after more than a decade in the culinary industry.
“I owe so much of my career to the incredible mentorship and similar opportunities I received along the way,” he said. “It was incredible to see the emerging talent that makes up the industry today, and to play even a small role in supporting their growth. The passion, creativity and drive each finalist brought to the competition was truly inspiring, and it reminded me exactly why initiatives like this are so important for the future of our sector.”
The Masters of the Menu competition enabled Kraft Heinz Away From Home to build deeper, more meaningful relationships with smaller operators across the UK. Through sustained PR, social media amplification, and mentorship, we helped finalists broaden their exposure and unlock commercial opportunities.
What’s more, the experience extended beyond the competition:
- Mentorship was a key aspect of the competition, with the intent to provide key business and culinary insight from Cochran and the Kraft Heinz development chefs to help each finalist grow their businesses.
- The exclusive supper club provided an invaluable networking moment, connecting finalists with influential industry attendees, potential customers and collaborators.
- Several finalists, including Paula McIntosh of PJ’s Hot Sauces, reported tangible business growth following participation, from increased sales to stronger online presence.
- Development chefs provided personalised support, helping finalists enhance menu items and explore new culinary applications using Heinz products.
When asked about their mentorship experience, finalist Charlie Askew shared: “James, Tim and Lawrence could not have been any more helpful, supportive and encouraging. It felt like they really wanted to give us all the best possible chance of winning and also help push our businesses and careers forward.”
Finally, the competition gave operators an improved understanding of Heinz products and their valuable impact on the foodservice industry.
