Chef Kobe’s got 2.5 million followers on Instagram, has been featured on national news shows and now has a new partnership with Hello Fresh, the best-selling meal kit delivery service. Let’s give this entertaining toddler a standing ovation!
Meet Chef Kobe
Tune into one of the video posts on Chef Kobe’s Instagram and it’s clear the kiddo loves to cook. With his parent’s help, of course.
He enthusiastically stuffs about half the ingredients into his mouth and adds generous helpings of laughter throughout the quick-cooking segments. He has tackled everything from pasta salad and pizza to helping mom make a cake to celebrate hitting 100,000 followers on Insta. That messy one was a while back, but not that long ago.
The arrival of chef Kobe seems like pretty perfect timing for the tiny chef’s with pandemic-weary people looking for delicious distractions. Chef Kobe delivers like a boss. A boss who doesn’t speak in complete sentences yet.
Ashley Wian, chef Kobe’s mom, describes the experience: “There is so much more than just cooking when Kobe is in the kitchen. He investigates new ingredients, feels new textures, learns practical skills like pouring, scooping and measuring and it brings us together as a family. Food brings everyone together!”
The Hello Fresh connection
Not surprisingly, sales of meal kits are up during the COVID-19 crisis. Hello Fresh has seen an 88 percent increase in the number of active U.S. customers since last year, with 2.6 million now receiving regular meal kit deliveries.
Connecting with chef Kobe supports the company’s goal to get more people in the kitchen. “… whether you’re a seasoned foodie or just starting your culinary journey, HelloFresh helps create fun and flavorful meals for you and your family. Chef Kobe and his family embody this mission while adding enthusiasm and curiosity to the cooking experience,” according to the company’s influencer team.
The paid partnership video debuted earlier this week and already has more than 800,000 views. It features chef Kobe making creamy mushroom cavatappi. If you don’t crack a smile when he takes a big bite of green onion or when he guzzles milk and half of it makes it into his mouth, well, then, check your pulse. Seriously, he’s just too cute.
His mom said the response has been heartwarming: “People have responded only in a positive way to this partnership! A lot of families that have been inspired by Kobe want to get their kids in the kitchen but sometimes find it hard to figure out recipes or new things to try. That’s where HelloFresh comes in. Providing meals to your door with every ingredient you may need and the steps, it makes cooking more convenient and fun! Even if you get 3 meals delivered a week, and dedicate making those 3 meals together as a family, THAT right there is what is important. The meals bring you together and there are so many benefits for everyone when cooking together.”