4-Traders: Career Education Corp. : Le Cordon Bleu College of Culinary Arts Launches Advertising Campaign to Answer the Question, "What is Bleu?"

05/20/2013

New series takes viewers inside the kitchens of Le Cordon Bleu

Bleu is...pouring your heart into every pot and pan; Bleu is...wearing your passion on your sleeve and everywhere else; Bleu is...a badge of honor. It is these experiences that take place in the kitchens at Le Cordon Bleu College of Culinary Arts that are the focus of the culinary school's new advertising campaign, "Bleu is." Launching May 20, the new campaign provides viewers with an inside look at what drives so many students to pursue the unique culinary experience Le Cordon Bleu offers.

In a series of TV ads, current students and chef instructors capture the essence of the Le Cordon Bleu brand by learning the way in the culinary and pastry arts in industry commercial kitchens chopping, sautéing, decorating and plating dishes. Beyond the foundational culinary skills, the ads show how in today's world of fast-paced kitchens and contemporary cuisine, there's much more to Le Cordon Bleu. Le Cordon Bleu is a place where students can follow their passions, develop their creativity and work to become cream of the crop.

"Bleu is built on a more than 100 year-old tradition from the original school in Paris. As the number one culinary school in America*, Le Cordon Bleu is known as a standard for culinary excellence," said Brad Lundblad, group manager brand marketing for Le Cordon Bleu. "Bleu is so much more than foundational skills - it's a modern culinary school that appeals to today's creative students. What Bleu is demonstrates pride, honor and discipline -- our brand characteristics."

The new ads were shot in the Technique Restaurant kitchens at Le Cordon Bleu in Portland and feature Le Cordon Bleu chefs and students.


"Today's culinary industry demands trained culinarians who are skilled in the fundamental techniques and prepared to enter the field," said Certified Master Chef Edward G. Leonard, vice president and corporate executive chef of Le Cordon Bleu. "That's what Bleu is all about and it's what we are teaching at Le Cordon Bleu. This new campaign highlights the passion of the profession, the energy and what students will experience at our 16 campuses across the country."

The "Bleu Is" campaign, created in conjunction with Fathom Communications' Chicago office, will drive both brand-building and direct-selling efforts, including multiple direct response TV ads, and digital ads, as well as re-designed collateral. The campaign will launch in eight markets, including: Atlanta, Boston, Chicago, Dallas, Las Vegas, Orlando, Portland and Sacramento.

"The Le Cordon Bleu experience fosters dedication, passion and a thirst for learning," said Mark Wiegard, creative director at Fathom, Chicago. "We developed a campaign to showcase these aspects and challenge the current perspective of Le Cordon Bleu."

Le Cordon Bleu offers an array of culinary education opportunities, from the Culinary Arts program to the Baking & Pastry Arts and online culinary arts degree programs. For food enthusiasts, Le Cordon Bleu's Bleu Ribbon Kitchen workshops offer a variety of non-professional cooking classes. To find out more about any of the 16 Le Cordon Bleu campuses, visit chefs.edu.

About Le Cordon Bleu
Le Cordon Bleu is the leading provider of quality culinary arts education. Our network of 16 schools in the United States offers culinary students a hands-on education with faculty dedicated to providing students with the necessary skills, knowledge, support and guidance to pursue fulfilling career opportunities in the culinary arts.

Le Cordon Bleu is a member of the Career Education Corporation (NASDAQ:CECO) network of universities, colleges and schools. For more information about Le Cordon Bleu, go to www.Chefs.edu.

* Le Cordon Bleu in North America had more culinary graduates in the USA than any other national network of culinary schools, for the years 2006 to 2011. Source: IPEDS.

Find disclosures on graduation rates, student financial obligations and more at www.Chefs.com/disclosure. Le Cordon Bleu® and the Le Cordon Bleu logo are registered trademarks of Career Education Corporation. Le Cordon Bleu cannot guarantee employment or salary. Credits earned are unlikely to transfer.