For 25 years, the Invesco QQQ ETF has enabled anyone to easily and efficiently invest in 100 of the world’s most innovative companies with one investment. Yet, going into 2024, 47% of high-net-worth end investors remained unaware of its existence. To help change that, we did what no financial brand had ever done before: teach people about its ETF through the universal language of food.
Our proprietary data confirmed that high-net-worth investors are 55% more likely to be passionate about celebrity chefs and fine dining and 24% more likely to engage with influencer content. So, we created Recipe for Innovation, a culinary series featuring world-renowned chefs—like Jean-Georges Vongerichten, Kwame Onwuachi, and Kristen Kish—who crafted 25 original dishes inspired by the companies within the Invesco QQQ ETF.
For example:
•Marcus Samuelsson cooked Land, Tree & Sea inspired by Airbnb
•Kwame Onwauchi cooked In-House Halal Cart inspired by Doordash
•Claudette Zepeda cooked Outside the Lines inspired by Microsoft
•Kristen Kish cooked The Cloud inspired by Adobe
•Jean-George Vongerichten cooked Cookie Business inspired by Mondelez
Every dish, every insight, and every innovation lived on at TasteQQQ.com, where food lovers and investors alike could dive deeper into recipes for every dish and download them for free.
To promote the series, we served up 100+ pieces of original content in collaboration with each chef, anchored by the hero videos on TasteQQQ.com and amplified across pre-roll, programmatic CTV, and social media. To expand our reach beyond traditional financial and sports media channels, we partnered with Food & Wine, Bon Appétit, Fast Company, and New York Times Cooking to create custom content and high-impact units in both print and digital formats. We even published a 128-page cookbook blending innovative recipes with ETF education. The campaign culminated in a groundbreaking activation at the NYC Wine & Food Festival—featuring the first-ever Chef Kwame Onwuachi Hologram and AI Recipe Generator, allowing attendees to step into the shoes of a Michelin-starred sous chef and try their hand at recreating one of the recipes inspired by a company within the Invesco QQQ ETF.
By merging finance with food culture, we transformed Invesco QQQ ETF product content into an engaging, sensory-driven gastronomic experience—reaching millions of new investors in a fresh and unexpected way.
Recipe for Innovation exceeded our expectations — reaching our key high-net-worth investor audience to grow awareness and engage (while entertaining) about the key benefits of including Invesco QQQ ETF in their portfolio.
8B+ impressions across the entire campaign including the NYC Wine & Food Festival event
Awareness results:
Engagement results:
