Chefs Uncut is Asia’s first chef biography series, streaming on Netflix Southeast Asia and SBS On Demand. As the production team prepared for the Netflix launch, they needed a digital strategy that could build strong awareness and spark regional interest.
With the series set to debut on a major streaming platform, the primary challenge was creating high visibility in a short time frame. The client needed a cohesive campaign that could reach food enthusiasts, entertainment audiences, and regional press while staying true to the show’s tone and storytelling.
The campaign involved one month of preparation followed by six weeks of execution on Instagram, Facebook, and YouTube. This included:
Campaign Impact
Recognition