Goodfood is hoping big-name chefs and exclusive recipes can help it differentiate in the crowded subscription meal space.

The brand has partnered with celebrity chefs Laurent Dagenais (pictured) and Chuck Hughes, who have created a line-up of exclusive meal-kits that customers can order nationally until Oct. 27.

“In a crowded industry where convenience is key, Goodfood stands out by delivering not just meals, but a cooking experience that allows customers to cook like professional chefs at home, at a budget-friendly price,” says Jennifer Stahlke, EVP of marketing at Goodfood. “This partnership differentiates Goodfood by providing unique, seasonal recipes inspired by true Canadian chef royalty and expertise.”

Stahlke tells strategy that Goodfood consistently receives feedback that its audience wants to level-up their cooking skills to be able to produce restaurant quality, convenient meals at home and save money as budgets tighten.

The company is hoping to tap into existing Goodfood subscribers who are already eager to try new, exclusive recipes crafted by these chefs, Stahlke says. “We also seek to reach new aspiring home chefs who want to improve their cooking skills with the guidance of our meal-kits and videos.”

Chefs are creating a variety of social content showcasing each kit and the ingredients/background, which will run across Instagram and TikTok. The culinary pros have also created long-form videos that will live on Goodfood’s YouTube and which delve into the background of the recipes and their individual culinary journeys, alongside Goodfood head chef, Jordana Rebner.

“The inclusion of high-quality video content featuring the chefs themselves adds in that engagement, making the cooking process both accessible and educational,” Stahlke says. “The entertainment piece really allows us to connect with our members and make the cooking experience memorable.”

The brand is also doing a paid influencer push throughout the next three months, with Canadian creators given kits to create content and taste test. In addition, chefs are being featured in Goodfood’s subscriber magazine and e-newsletter to promote the kits.

PR and influencer relations were executed by Agnostic, Goodfood’s agency of record.