To position Maple from Canada as a trendy ingredient, inspiring innovation from chefs and gastronomes, mk² launched “Magic Maple Weeks” in coordination with foodlab Hamburg.
Hamburg’s co-working space for food startups brought together creative culinarians and trend-setters to develop inventive new dishes and snacks using Maple. Bowls, buns, and more were prepared by rotating guest chefs and then sold as snacks or to-go lunches through a takeout window. Maple Activity Boxes including a cocktail kit, a gingerbread house, and ingredients for Christmas brunch could be ordered by consumers, influencers, and gastronomes alike.
The resulting recipes, photos, and videos were publicized by well-known chefs and food bloggers, many using the tagline, “A Maple a Day.” Despite the global pandemic, mk² demonstrated successful execution of a restaurant promotion using social media as the gateway to reach a wider audience. The promotion reached more than 107,000 consumers and industry through the Instagram accounts of participating gastronomy influencers.