Smithfield Culinary launched a bold, purpose-driven campaign to spotlight the rising force of women in foodservice—celebrating their creativity, amplifying their voices, and paving the way for a more inclusive future in professional kitchens.
Challenge
Despite the fact that well over half of culinary students are women, only 6.3% of head chef roles in U.S. restaurants are held by females. Smithfield saw an opportunity to champion the incredible talent entering the industry and spark meaningful conversations around mentorship, leadership, and inclusion in a male-dominated field. The campaign also aimed to honor the origin stories of many chefs whose love for food was first inspired by their mothers and grandmothers.
Solution
FoodMix developed She Brings the Heat—a dynamic, digital-first campaign rooted in powerful storytelling, bold recipes, and industry engagement. Through activations like sweepstakes, rebates, and chef features, the campaign connected and celebrated women across foodservice. In just four months, it drove a notable spike in website traffic and earned media attention across both B2B and consumer platforms. The result: a movement that positioned Smithfield as a committed advocate for the future of food and one that’s proudly more female.
