Licensing News

Chefclub and Klépierre Group Shopping Centers Kick off an Exclusive Live Shopping Mall Tour

Chefclub Klépierre

Chefclub, the world’s leading food-themed entertainment brand, and 10 French malls from the Klépierre Group, the European leader in shopping centers, will host a series of live events called “Playfood” – aimed at offering gourmet, accessible, fun, and shareable culinary experiences to kids and families.


The Chefclub and the Klépierre Group “Playfood” live events will tour France as of this October and into 2023. Each event will last four days, from Wednesday to Sunday, and will feature three dedicated areas, each branded by a Chefclub Kids character and each offering different food-related experiences:


At Maurice’s Diner families can enjoy and participate in making fun and unusual trompe l’oeil recipes; playful food workshops; entertaining family culinary battles; castings for Chefclub Kids Creators; and exciting demonstrations by a trompe l’oeil food influencer.


The Carlton’s Quiz area will host a TV-style quiz show about food featuring a Sweet and Sour team that will compete with each other, answering challenging questions that are as entertaining as they are silly.


Lola Land provides a colorful Instapoint for taking entertaining photos for social networks with a lollypop and a donut prop to sit on. Participants will be encouraged to post their photos on Instagram to create a viral campaign and will be able to win some Chefclub goodies.


Lastly, a branded phygital “Playfood game” will be available during the event where visitors can get instant-win prizes from the shopping mall, Chefclub and the various partners involved.


This initiative will be supported by a strong local marketing campaign organized by each shopping center with PR, newsletters, social media and in-store POP and stickers, and radio spots announcing the date and time of the activities. Chefclub will also leverage and promote each date via Facebook and Instagram stories as well as on its French website.


Salma Kharchafi, Head of Marketing for France and Belgium at Klépierre commented, “We are proud to begin this first-time partnership with the talented French brand Chefclub and its team, with whom we share a common objective: to host fun, unique and outstanding experiences for our audiences. This kind of tailor-made cooking events make sense for our malls which are lifestyle experience-based venues.”


Marie-Laure Marchand, SVP Global Consumer Products & Business Development, Chefclub, commented, “Experiential marketing is a key driver for Chefclub and these mall events in the biggest cities in France are a fantastic expression of what Chefclub brings to families: fun, cooking and entertaining experiences. We are delighted to partner with Klepierre’s French shopping centers with whom, thanks to their trust and enthusiasm, we will create unforgettable memories for our No.1 fans!”


Since its launch in 2016 Chefclub has become the No. 1 food-themed digital entertainment brand in the world with an unparalleled level of success: it’s 100 million followers (half in the US and UK) generate 2.5 billion global views a month on social media. Chefclub content streams across the globe on its own proprietary channels, social platforms and FAST streamers such as Pluto TV and Samsung Plus.


On the licensing and consumer product side Chefclub operates a robust D2C and D2R and publishing business, which have sold 700,000 books and 250,000 Chefclub Kids cookery kits to date. The company also works with licensing agents in the UK, Germany, Italy, China, and Benelux, and has won three Licensing International Awards for Best Digital Brand in France (2021, 2019) and Germany (2021).