Roche Fam Jam 2025 – The Great Family Cook-Off

Roche wanted to celebrate togetherness, embrace the diversity of 10 different locations, and create a memorable Family Day experience for more than 700 participants, including employees, spouses, children, and senior family members.
The challenge was huge:

• 10 simultaneous events across the country
• 300+ employees and 400+ family members to engage meaningfully
• An activity that felt warm, nostalgic, inclusive, and fun for all age groups
• Ensuring consistency in experience, energy, and coordination across locations

They needed an idea that would bring families together, honour uniqueness, and create a long-lasting memory — all while being logistically feasible and engaging for a massive, distributed audience.

We conceptualized 𝗧𝗵𝗲 𝗚𝗿𝗲𝗮𝘁 𝗙𝗮𝗺𝗶𝗹𝘆 𝗖𝗼𝗼𝗸-𝗢𝗳𝗳 – a theme where 𝗻𝗼𝘀𝘁𝗮𝗹𝗴𝗶𝗮 𝗺𝗲𝗲𝘁𝘀 𝗶𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻. The idea celebrated heritage (“Grandma’s Classics”) while encouraging creativity (“Modern Fusion Twist”).
𝗖𝗿𝗲𝗮𝘁𝗶𝗻𝗴 𝗣𝗿𝗲-𝗲𝘃𝗲𝗻𝘁 𝗘𝘅𝗰𝗶𝘁𝗲𝗺𝗲𝗻𝘁
Two weeks before the event, we launched 𝗰𝗼𝗼𝗸𝗶𝗻𝗴-𝘁𝗵𝗲𝗺𝗲𝗱 𝗰𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗲𝘀 through a gamified app, inviting families to send photos, videos, and fun entries. This created tremendous buzz and ensured 𝗲𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗶𝗻𝘃𝗼𝗹𝘃𝗲𝗺𝗲𝗻𝘁 𝗲𝘃𝗲𝗻 𝗯𝗲𝗳𝗼𝗿𝗲 𝗙𝗮𝗺 𝗝𝗮𝗺 𝗯𝗲𝗴𝗮𝗻.
𝗘𝘃𝗲𝗻𝘁 𝗥𝗼𝗹𝗹𝗼𝘂𝘁 𝗔𝗰𝗿𝗼𝘀𝘀 𝟭𝟬 𝗖𝗶𝘁𝗶𝗲𝘀
At 𝟰 𝗣𝗠, all 10 locations went live together.
A 𝟯𝟴-𝗺𝗲𝗺𝗯𝗲𝗿 𝗳𝗮𝗰𝗶𝗹𝗶𝘁𝗮𝘁𝗶𝗼𝗻 𝘁𝗲𝗮𝗺 ensured flawless delivery across cities. Cooking stations, ingredient shops, and challenge zones were 𝗽𝗿𝗲-𝘀𝗲𝘁 𝗮𝗻𝗱 𝘀𝘁𝗮𝗻𝗱𝗮𝗿𝗱𝗶𝘇𝗲𝗱.
𝗣𝗿𝗲-𝗖𝗼𝗼𝗸𝗶𝗻𝗴 𝗜𝗻𝗴𝗿𝗲𝗱𝗶𝗲𝗻𝘁 𝗛𝘂𝗻𝘁 𝗖𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗲𝘀
Families could earn their ingredients only by completing short, high-energy activities:

• 𝗠𝘆𝘀𝘁𝗲𝗿𝘆 𝗔𝗿𝗼𝗺𝗮 𝗖𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗲 – Blindfolded member identifies ingredients by smell
• 𝗟𝗲𝗺𝗼𝗻 𝗥𝗲𝗹𝗮𝘆 – Balance and speed race for ingredients
• 𝗚𝗲𝗺 𝗦𝗼𝗿𝘁𝗶𝗻𝗴 𝗥𝗮𝗰𝗲 – A fun task designed for kids
• 𝗞𝗶𝘁𝗰𝗵𝗲𝗻 𝗣𝘂𝘇𝘇𝗹𝗲 – Solve a food-inspired puzzle to earn essentials
• 𝗧𝗼𝘀𝘀 𝘁𝗵𝗲 𝗧𝗼𝗺𝗮𝘁𝗼 – Score points to win vegetables

This created 𝗶𝗻𝘀𝘁𝗮𝗻𝘁 𝗹𝗮𝘂𝗴𝗵𝘁𝗲𝗿, 𝗯𝗼𝗻𝗱𝗶𝗻𝗴, 𝗮𝗻𝗱 𝗶𝗻𝘁𝗲𝗿-𝗳𝗮𝗺𝗶𝗹𝘆 𝗶𝗻𝘁𝗲𝗿𝗮𝗰𝘁𝗶𝗼𝗻.
𝗧𝗵𝗲 𝗠𝗮𝗶𝗻 𝗖𝗼𝗼𝗸-𝗢𝗳𝗳

• 𝟭𝟬𝟴 𝗧𝗲𝗮𝗺𝘀 across locations
• Each team cooked 𝟮 𝗱𝗶𝘀𝗵𝗲𝘀:
• 𝗚𝗿𝗮𝗻𝗱𝗺𝗮’𝘀 𝗥𝗲𝗰𝗶𝗽𝗲 – nostalgic and traditional
• 𝗠𝗼𝗱𝗲𝗿𝗻 𝗧𝘄𝗶𝘀𝘁 – fusion, creative, innovative

Ingredient limitations encouraged teams to 𝗰𝗼𝗹𝗹𝗮𝗯𝗼𝗿𝗮𝘁𝗲, 𝗲𝘅𝗰𝗵𝗮𝗻𝗴𝗲 𝗶𝘁𝗲𝗺𝘀, 𝗮𝗻𝗱 𝗶𝗻𝘁𝗲𝗿𝗮𝗰𝘁 𝗮𝗰𝗿𝗼𝘀𝘀 𝗳𝗮𝗺𝗶𝗹𝗶𝗲𝘀.
Kids participated in 𝗽𝗹𝗮𝘁𝗶𝗻𝗴, 𝗻𝗮𝗺𝗶𝗻𝗴 𝗱𝗶𝘀𝗵𝗲𝘀, 𝗮𝗻𝗱 𝗮𝗱𝗱𝗶𝗻𝗴 𝗽𝗿𝗲𝘀𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻 𝗮𝗿𝘁, making it truly inclusive.
𝗧𝗵𝗲 𝗥𝗼𝗰𝗵𝗲 𝗙𝗮𝗺𝗶𝗹𝘆 𝗥𝗲𝗰𝗶𝗽𝗲 𝗕𝗼𝗼𝗸 – 𝗔 𝗧𝗮𝘀𝘁𝗲 𝗼𝗳 𝗧𝗼𝗴𝗲𝘁𝗵𝗲𝗿𝗻𝗲𝘀𝘀
The highlight of the event was the creation of a 𝗯𝗲𝗮𝘂𝘁𝗶𝗳𝘂𝗹 𝗰𝗼𝗼𝗸𝗯𝗼𝗼𝗸 capturing the best family creations.
The 𝟱𝟬 𝗯𝗲𝘀𝘁 𝗱𝗶𝘀𝗵𝗲𝘀, selected by expert judges, were compiled into:
𝗧𝗵𝗲 𝗥𝗼𝗰𝗵𝗲 𝗙𝗮𝗺𝗶𝗹𝘆 𝗥𝗲𝗰𝗶𝗽𝗲 𝗕𝗼𝗼𝗸 – 𝗔 𝗧𝗮𝘀𝘁𝗲 𝗼𝗳 𝗧𝗼𝗴𝗲𝘁𝗵𝗲𝗿𝗻𝗲𝘀𝘀

𝗕𝗼𝗼𝗸 𝗙𝗲𝗮𝘁𝘂𝗿𝗲𝘀:

• A warm cover collage of families in chef hats and aprons
• For each recipe:
• 𝗗𝗶𝘀𝗵 𝗻𝗮𝗺𝗲
• 𝗜𝗻𝗴𝗿𝗲𝗱𝗶𝗲𝗻𝘁𝘀
• 𝗦𝘁𝗲𝗽-𝗯𝘆-𝘀𝘁𝗲𝗽 𝗺𝗲𝘁𝗵𝗼𝗱
• 𝗔 𝘀𝗵𝗼𝗿𝘁 𝗳𝗮𝗺𝗶𝗹𝘆 𝘀𝘁𝗼𝗿𝘆
• 𝗔 𝗽𝗵𝗼𝘁𝗼 𝗼𝗳 𝘁𝗵𝗲 𝗳𝗮𝗺𝗶𝗹𝘆’𝘀 𝗰𝗼𝗼𝗸𝗶𝗻𝗴 𝗺𝗼𝗺𝗲𝗻𝘁
• 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽 𝗺𝗲𝘀𝘀𝗮𝗴𝗲𝘀
• 𝗙𝗮𝗺𝗶𝗹𝘆 𝘀𝗻𝗮𝗽𝘀𝗵𝗼𝘁𝘀 across 10 cities
• 𝗖𝗦𝗥 𝗶𝗺𝗽𝗮𝗰𝘁 𝘀𝘂𝗺𝗺𝗮𝗿𝘆

Each family received a 𝗽𝗿𝗶𝗻𝘁𝗲𝗱 𝗰𝗼𝗽𝘆 – a keepsake they will cherish for years.

• 800+ participants actively engaged across 10 simultaneous locations

• 216 unique dishes cooked, celebrating tradition and innovation

• High emotional connect as families cooked, laughed, and created together

• Massive pre-event engagement through the app-driven challenges

• A beautifully crafted Roche Recipe Book that left families touched and proud

• Strengthened the message of togetherness, diversity, and shared experiences

• A memorable and heartwarming Fam Jam 2025 that families will remember for a long time