Callebaut Ruby Chocolate Launch Campaign

The campaign was built around individual chef interpretations of Ruby chocolate. Each chef developed an original recipe, and we translated the process into a short film focused on both the technical execution and the character of the final dessert.

Rather than treating the films as demonstrations, the aim was to give each recipe its own pace and visual identity while keeping the campaign consistent as a whole.

The campaign was used across Callebaut’s social media channels to introduce Ruby chocolate to the Greek pastry market through practical recipe applications. By showing how each chef approached the ingredient, the films helped communicate its distinctive character, flavour profile and versatility in a way that was relevant to working pastry professionals.

The content also gave the participating chefs a wider platform for their work, helping them reach new audiences while offering inspiration for pastries and desserts that could be developed further in their own shops and laboratories.

Michalis Karouzos is a Greek pastry chef and Callebaut Chocolate Ambassador for Greece, recognized for his work in contemporary pastry, entremets and artisan gelato. His approach focuses on structure, balance and seasonal ingredients, bringing a refined interpretation of chocolate and plated desserts.

Ilias Nikola is a pastry professional active in the contemporary Greek pastry scene, collaborating on creative dessert projects and chocolate-based pastry productions. His work focuses on flavour balance, precise pastry technique and the exploration of modern dessert forms.