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Pastry Chefs was a Facebook application and content programme for Swatch Jordan, built on a simple observation: nobody follows a watch brand for watches, but a lot of people follow anything that feeds them.
The promise was a new watch and a delicious recipe every Tuesday and Thursday, with the programme running alongside a slot on Roya, so the page had a broadcast audience arriving with an appetite already set.
The mechanic was a recipe contest. Chefs submitted, the community voted, and the recipe with the most votes took the prize, which turns a content calendar into a reason for people to campaign on each other's behalf.
The idea that holds the whole thing together is the pairing. Every recipe card is matched to a specific Swatch, chosen so the watch and the dessert share a palette: Sweet Explosion against a tray of macarons, Dream Cake with its bow strap against a pink sugarpaste cake, Peppercane against a kiwi and blueberry mousse, Lekker against a scatter of liquorice allsorts, Sweet Me against berry nougat. The product is never advertised. It is served.
The system covers the full application: the like gate, the start page, the recipe download screens, the contest pages and the terms, all sitting on an illustrated cupcake pattern with a scalloped Pastry Chefs seal that locks up with the Swatch logo. Downloadable recipe cards give the audience something to keep, and a grid of portrait cards pairs each chef, in a Swatch apron, with the watch on her wrist.
Written and art directed bilingually, with the Arabic set to lead.
