In 2015, Vince Thompson founded MELT Culinary as a new division aimed at unifying chefs and the culinary community globally to offer CPG companies insight and innovation as the company faces rapid growth in consumption habits. MELT Culinary has created innovative activations for global brands such as The Coca-Cola Company and plan on growing this area of the agency.
Recently, MELT Culinary has worked with The Coca-Cola Company to produce the inaugural ‘Taste of the Tournament’ for the 2017 NCAA Final Four. The Taste of the Tournament brought together celebrity chefs Aarón Sanchez & Katie Lee, six local Phoenix chefs and several notable basketball celebrities such as Tracy Wolfson, Dick Vitale and David Robinson for an evening under the stars sponsored by Coca-Cola, Reese’s and Nabisco. The inaugural event was the culmination of a six-week retail display activation in over 3,000 Kroger stores nationwide. March Madness met culinary excellence, while leaving a philanthropic legacy in Phoenix by supporting two local food banks through a social fundraising campaign.
The Taste of the Tournament yielded unprecedented results and paved the way for establishing Taste of the Tournament as a staple during Final Four weekend for years to come.