Technical videos explain how a product works. Recipe videos show what bakers can make with it. In 2025, iCookAsia produced two rounds of bakery recipe videos for Lesaffre Asia Pacific, pairing classic bakes with modern flavours popular in the region.
Campaign Overview
- Client: Lesaffre Asia Pacific
- Period: July – December 2025
- Deliverables: 10 recipe videos of 1–1.5 minutes each, plus vertical TikTok edits
- Round 1: Croissant and Shio Pan, filmed at the Lesaffre Baking Centre in Kuala Lumpur
- Round 2: Scallion Plaits, Pandan Babka, Avocado Focaccia, Multigrain Sourdough with Chicken Pesto, Black Forest Bread, Tiramisu Brioche, Garlic Butter Black Sesame Pita and Mixed Herbs Fougasse
Strategic Objective
- Show Lesaffre’s yeast and bakery ingredients in recipes bakers want to make and sell.
- Mix familiar bakes with on-trend Asian flavours to stay relevant across the region.
- Create long-form videos for Lesaffre’s channels and short edits for social from the same shoot.
Execution & Collaboration Strategy
- Chef partnership: Lesaffre’s bakery chefs developed and baked each recipe, with iCookAsia leading storyboards, styling and direction.
- Two video styles: Most recipes were filmed hands-only for regional use. Two were filmed face-on with a scripted chef presenter for a more personal feel.
- Studio production: Round 2 was filmed over four and a half days in a dedicated studio, with custom table-top styling and two recipes filmed per day.
- Branded finish: Each video has an animated intro, on-screen ingredient graphics, licensed music and a branded end screen.
- Built for TikTok: Every Round 2 recipe also has a 15–30 second vertical edit with top and bottom text frames.
From the Videos
Results
- 10 recipe videos produced across two shoots, with matching TikTok edits
- A recipe library spanning viennoiserie, sourdough, enriched breads and flatbreads
- The same shoot also covered food photography for each recipe
Key Decision Points
- Local flavours, global brand: Recipes like Pandan Babka and Scallion Plaits give a global yeast brand a regional voice.
- Face-on for connection: Adding presenter-led videos gives Lesaffre a human face alongside its technical content.
- One shoot, three outputs: Planning recipe videos, TikTok edits and photography together cut production time and cost.