We developed a city-specific campaign for Chefs Plate with the intention of helping them step out of the shadow of their sister brand, HelloFresh, as well create a measurable dark funnel while shaking things up. The strategy hinged around a city wide blitz that included multiple media touchpoints. The resulting campaign dominated television, radio, OOH, and included non-traditional experiential channels (think walking, talking eggplants). At the conclusion of the campaign, Chefs Plate saw notable growth in sign-ups above baseline marketing performance and significantly increased brand awareness in the region.