Royal Navy Chef Recruitment

CHEF RECRUITMENT KEN BALDINO

GOAL: Attract potential chefs to the Royal Navy.

IDEA: Develop a digital campaign (email, web, social) that highlights individual Royal Navy chefs, showcases their cooking and recipes, and illustrates their essential role in the most important Navy business.

INSIGHT: Chefs are at the heart of the Royal Navy. Their hard work and service make everything the Navy does possible.

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EMAIL CAMPAIGN IDEA: Profile Royal Navy Chefs and share their favourite recipes.

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LANDING PAGE

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COPY FOR SELECT WEBPAGES MEET CHEF ALEX (PETTY OFFICER) [LOWER RIGHT BUTTON]

CHEF: Petty Officer Alex Lowe HOMETOWN: Swansea AGE: 20 YEARS IN NAVY: 2 HOW I STARTED COOKING: I always loved trekking and the outdoors, but felt a camp stove was no excuse to eat poorly. That’s how I began. It just happened to be outside a traditional kitchen.

BEST PART OF BEING A NAVY CHEF: The camaraderie and the opportunity for exploration.

FAVOURITE MEAL: Peppered fillet steak with parsley potatoes.

#ROYALNAVYRECIPES — CHEF ALEX’S PEPPERED STEAK [LOWER MIDDLE BUTTON]

Royal Navy Recipes is a continuously expanding collection of the favourite recipes of Royal Navy Chefs.

SEE THE COMPLETE COOKBOOK [BUTTON]

FEATURED MEAL

Chef Alex Lowe’s Peppered Fillet Steak with Parsley Potatoes

INGREDIENTS: • • • •

3 large red potatoes, peeled and cubed 2 tbsp olive oil, plus a drizzle extra 1 garlic clove, minced Small bunch flat-leaf parsley, finely chopped

• • • •

2 beef fillet steaks (each about 140g/5oz) 1 tsp cracked black pepper Small knob of butter Watercress salad, to serve

PREPARATION:

1. Place potatoes in pan of water. Bring to a boil. Let simmer for 2 minutes, then drain. Heat oil in a non-stick frying pan. Add potatoes and sizzle gently for 20 minutes, tossing occasionally, until golden and crispy. When the potatoes are cooked, add the garlic to the pan and fry for 1 minute more. Finally, toss in the parsley, season with sea salt, and set aside.

2. Meanwhile, rub the steaks with a drizzle of oil, then press in the black pepper. Heat a griddle pan until hot, and cook the steaks to your liking (2½ minutes each side for medium rare, 3½ minutes for medium, 4½ minutes for well done). Leave steaks to rest for 5 minutes, then dress with butter and serve with the potatoes and watercress.

Recipe source: BBC.

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SCRIPT FOR SOCIAL VIDEO #1 OPEN ON: The deck of a battleship. Contingents of sailors stand at attention in formation. At the forefront is a formal dining table where dignitaries from two nations sit. The two gentlemen have just finished eating. With great ceremony, they are putting pen to paper on a major peace accord.

At the moment the dignitaries shake hands, photographers’ cameras flash and there is a momentary FREEZE FRAME. In HIGH-SPEED REWIND, we see the dignitaries’ handshake, signing of the accord, and meal before the camera locks onto and follows the sailors who are waiting at table.

As the film continues to backtrack, the waiters pull trolleys with covered silver platters onto elevators, through corridors below deck, and into the massive kitchen.

In REVERSE, we see the extensive work that the team of chefs did in order to prepare the meal. In moments, the rewinding film switches to SLOW MOTION so that we catch glimpses of a chef wiping her brow, a lobster entering a boiling pot, the contents of a frying pan being flipped.

The film races back until it FREEZES on the team of Royal Navy chefs entering the galley, at which point it begins to PLAY FORWARD. The team of chefs stride shoulder to shoulder into the kitchen, ready to cook.

TAG: “Royal Navy Chefs: It all starts here.”

KenBaldino.com

SCRIPT FOR SOCIAL VIDEO #2 OPEN ON: A torpedo rumbling through the depths of the sea. In the distance, the submarine from which it was launched.

FREEZE FRAME. The film REVERSES. The torpedo speeds backward and reenters the sub.

CUT TO: The technicians on the bridge turning their launch keys. The captain perspiring as he gives the order. The captain walking in rewind to his quarters. The captain in his quarters eating his meal. Sailors bringing his meal from the galley.

The camera lands on the chefs preparing the captain’s meal. Still in reverse, the chefs gracefully swoop around burners and countertops.

The film races back until it STOPS on the team of Royal Navy chefs entering the galley, at which point it begins to play FORWARD. The team of chefs stride shoulder to shoulder into the kitchen, ready to cook.

TAG: “Royal Navy Chefs: It all starts here.”

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