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Genesis, Tastemade, and Amazon launch food-focused social series

Tyrone Stewart


The luxury vehicle division of Hyundai, Genesis, has teamed up with the Tastemade video network and Amazon Advertising to create a social series exploring the origin stories of on-the-rise chefs as they cook a dish that explores their cultures and traditions.

The five-part ‘Origins’ series, which will be uploaded weekly to Tastemade’s YouTube and Facebook channels, features up-and-coming chefs including Hawa Hassan, who was born in Somalia during the civil uprisings; Claudette Zepeda, who was raised on the border between Tijuana and San Diego; Deuki Hong, born in Korea; R?ze Traore, born in Washington D.C., raised between Seattle and Paris, and educated at Le Cordon Bleu; and Jocelyn Ramirez, a Mexican-Ecuadorian American raised in Southeast Los Angeles. Each video will also feature Amazon Fresh shopability.

“At Genesis, we are disruptors: always challenging the status quo with bold design and a unique go-to-market approach,” said Mark Del Rosso, President & CEO of Genesis Motor North America. “That’s why we’re thrilled to team up with Tastemade and Amazon Advertising, to present a digital series that spotlights the stories of chefs who share our progressive and audacious mindset, filmed on a custom-built kitchen set inspired by our distinct and bold Genesis design identity.”

On top of the Origins series, Tastemade is distributing 10 short-form videos across Facebook, Instagram, and Pinterest in the categories of ‘How-to’ and ‘Art of Plating’. In the ‘How-to’ videos, the chefs from the social series will create simplified recipes. In the ‘Art of Plating’ videos, the chefs will show viewers ways to improve their presentation.

Amazon Advertising has also created a virtual showroom where customers can learn more about Genesis and explore Origins. This page will also feature curated recipes from meals created during the social series alongside links to the ingredients on Amazon Fresh.

“At Tastemade, we believe every dish provides an opportunity to explore new cultures and traditions,” said Jeff Imberman, Head of Sales & Brand Partnerships at Tastemade. “This series was created with the data and soul-driven storytelling approach of Tastemade along with the reach and convenience of Amazon Advertising to present Genesis with a unique, custom approach to their brand storytelling.”

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