Jo Malone London has launched a fragrance campaign in collaboration with viral social sensation Tiny Chef to promote its new Veggies Collection.
The campaign – which highlights the Estée Lauder Companies-owned (ELC) fragrance brand’s new trio of colognes inspired by the garden harvests of butternut squash, carrot and beetroot – stars Tiny Chef, a small, fictional “herbivore” who creates miniature food dishes in his tree stump home.
The character, which started life on social media platform Instagram and now features in a multi-season Nickelodeon television series, was created by stop-motion animators and writers Rachel Larsen, Ozlem ‘Ozi’ Akturk, and Adam Reid.
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Tiny Chef will feature in a new promotional video for Jo Malone London, along with quirky campaign imagery starring the adorable green-hued chef.
Tiny Chef was a “natural partner” for the new limited edition Veggies Collection collection, Jo Dancey, Global Brand President of Jo Malone London, told Cosmetics Business.
“At Jo Malone London, the most meaningful partnerships bring together shared values and fresh creative perspectives,” said Dancey.
“Tiny Chef was a natural collaborator for our Veggies Collection because his curiosity, craftsmanship and joyful approach to storytelling aligned so closely with the spirit of Jo Malone London.
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