This episode of Off the Menu introduces viewers to Croatian chef Deni Srdoč, a culinary mastermind and the youngest Michelin-starred chef in Croatia. Equally impressive, he exclusively sources all of his ingredients from Croatia, firm in his belief that Michelin-starred cuisine can also be eco-conscious. The intent of the Off the Menu video series is to introduce new and long-time guests to the diverse and award-winning chefs that make up Hilton's global Food & Beverage portfolio.

Every episode fosters brand love and preference, and reaches new and repeat viewers through numerous channels, including YouTube and social media. The series prioritizes accessibility, brand familiarity and personalization as audience members gain insight to the inner workings of their worldly adventures. The priority objectives for the series were to create global brand awareness and improve perception of Hilton's diverse food and beverage portfolio.

Every dish tells a story. So does its creator.

From Nebo's inception, Croatia’s youngest Michelin-starred chef reimagined dining. Chef Deni Srdoč takes us on a tour of his upbringing, leaving school to train under renowned chefs. He returned to Croatia inspired to deliver the finest dining experiences that also help care for the environment.

Our journey focuses on Chef Srdoč’s commitment to eco-conscious food. We ask and answer: How does a chef prioritize using sustainable, local ingredients while maintaining a Michelin-star experience?

Off the Menu tells the story of the phenomenal chefs and mixologists who take a stay with Hilton to the next level. Learning from the impact and audience response to the Webby Award-winning first season, the series is centered on reaching foodies.

Stories like these nourish the soul, inspire the stay and highlight the positive impact Hilton’s Team Members have within their communities and countries.

Our insights show that food and beverage is an important part of the travel industry, as 49% of travelers are looking to be immersed in local cultures and products while traveling. Additionally, 40% of travelers are looking for more immersive, personalized access to unique experiences and activities. This presented us with the opportunity to build a stronger halo reputation, spotlighting our brand as a leader and innovator in the industry.

By engaging with foodie audiences on streaming platforms, we inspire a deep connection with travelers and the brand's commitment to exceptional luxury and lifestyle dining experiences. Additionally, utilizing social media and YouTube as an accessible publishing platform allows for exponential audience reach. From YouTube to TikTok to Meta, trailers and social vertical cuts pair with the long form content to increase audience awareness.

Hilton selected industry-defining chefs and partnered with an external agency to create six episodes of Off the Menu. Through research, interviews and thoughtful collaboration, the teams conceptualized and produced the series, traveling to four countries and successfully executing within an ambitious six-month timeline.

The series uses mixed-format cinematography with Arri cameras and both anamorphic and spherical lenses to elevate the visuals and storytelling, producing cinematic and entertaining F&B content. Filmed exclusively using the highest industry standard film equipment, including: Arri Alexa 35 and Mini LF cameras; selective use of high-speed cameras; Kowa and Technovision lenses and Primes; as well as Cooke Panchro/I Classic Primes and Angénieux Optimo Zooms and macro captures.

The long-form episodes are published on YouTube and play in 1,450+ in-room TVs across Hilton's properties. The launch and sustaining plans included platform-first TikTok, YouTube, Meta and influencer creative, as well as placements across media including Bon Appétit.

The hero film surpassed campaign benchmarks with a 757% increase in organic discoverability, 337% uplift across engagement metrics and 39.5% growth in platform subscribers.

The broader series ecosystem gained 39M video views across organic and paid placements. Properties also aligned with Off the Menu's features for a 360-view of F&B experience.

Viewer feedback was positive, signaling increased awareness of Food & Beverage experiences. Comments highlighted improved perceptions of key partnerships and brands with reviews repeatedly highlighting interest in the dining experiences, property visuals and the possibility of booking.

The execution generated a 438% increase in traffic to the property webpage with a 48.5% increase in return rates and major CTR improvements across target customer journeys. All objectives were met or exceeded as engagement with the foodie audience was earned, and the series increased global awareness for Hilton's portfolio.