Lesaffre is a global leader in yeast and fermentation. Its products are technical, and its customers are professional bakers who want to see exactly how an ingredient behaves in the dough. In 2025, iCookAsia produced two rounds of technical product videos for Lesaffre Asia Pacific, filmed at the Lesaffre Baking Centre in Kuala Lumpur, with Japanese versions for the first round.
Campaign Overview
- Client: Lesaffre Asia Pacific
- Period: May – November 2025, in two production rounds
- Deliverables: 14 technical product videos, Japanese-language versions of all six Round 1 videos, and vertical TikTok edits for Round 2
- Round 1 products: Baker’s Bonus RS190, IBIS Yellow, Saf Semi Dry, Pain Minute, BBJ and L’hirondelle 1895
- Round 2 topics: types of yeast, anti-staling with Magimix Softness, dough tolerance with Magimix Green, how mixing affects dough, the role of salt, mastering sourdough, and frozen dough improvers and yeast
Strategic Objective
- Show professional bakers how each product works in real production conditions.
- Turn technical product knowledge into short, clear videos the sales and marketing teams can use across the region.
- Build a consistent, reusable library of “how it works” content for Lesaffre’s channels.
Execution & Collaboration Strategy
- Hand-demo format: Each video focuses on the hands, the dough and the product, with no presenter, so the same video works in every market.
- Chef-led accuracy: We briefed Lesaffre’s own bakery chefs before each shoot and built every storyboard with their technical input, so every step and claim was correct.
- Storyboard approval first: Lesaffre approved each storyboard before filming, which kept shoot days focused and revisions light.
- Efficient shoot days: Each round was filmed on-site at the Lesaffre Baking Centre over four days, covering two to three videos a day.
- Japanese localisation: We produced Japanese-language versions of all six Round 1 videos, giving Lesaffre ready-to-use content for the Japanese market.
- Made for social: Round 2 videos were also cut into 15–30 second vertical versions with on-screen captions for TikTok.
From the Videos
Behind the Scenes
Results
- 14 technical videos produced across two shoots
- Japanese versions of all six Round 1 videos
- A reusable library covering Lesaffre’s core yeast, improver and sourdough solutions
Key Decision Points
- Hands, not faces: Keeping the focus on hands and dough made the videos market-neutral, which made the Japanese translation simple: new text and captions, no reshoot.
- Short and specific: Each video covers one product or one baking question, so bakers can find exactly what they need.
- One shoot, two formats: Planning TikTok edits into Round 2 from the start gave Lesaffre social-ready content without a second shoot.