Expert to Expert

Digital Social Video

Chefs know the importance of a perfect food and wine pairing — just like Fidelity knows the value of pairing its high-net-worth clients with dedicated financial advisors who become trusted partners in their life journeys.

Fidelity Wealth Management partnered with The Foundry and Food & Wine to create Expert to Expert, a best-in-class native program.

At the program’s center were three private dinners held in some of the country’s most beautiful destinations — Aspen, CO during the 2024 Food & Wine Classic in Aspen; New York City; and Sonoma County, CA — that featured accomplished chefs and vintners as well as wealth management experts from Fidelity. The program content captured the excitement around these exclusive events, while also offering advice from both the chefs and Fidelity experts on ways to grow and protect wealth.

EXPERIENCE EXPERT TO EXPERT
Celebrity Talent Original Photography

The goal of the multi-faceted program was to reach affluent audiences navigating their wealth journeys, both at these bespoke events and through a native digital destination rife with articles and videos centered around the experts — both in food and finance — who shared their ultimate road maps for success.

To reach Fidelity Wealth Management’s target audience of high-net-worth individuals, The Foundry created a sophisticated destination page rooted in the Food & Wine brand, introducing visitors to the three culinary talents and wealth management experts who were featured at private dinners held throughout the year.

It included sumptuous custom imagery and video clips of the chef-curated dishes and wine pairings that invited guests in all three cities were fortunate to enjoy.

Visitors to the digital destination were treated to a total of six custom-produced videos. Three featured conversations between the chef talent and wealth management experts, which took place prior to the live events. In addition, docu-style videos shot on location at the Aspen, NYC, and Sonoma events showcased the chef-curated dinners and Expert to Expert fireside chats that took place during each event. In the Aspen post-event video above, Chef Antonia Lofaso discussed her journey from line cook to successful chef, restaurateur, and TV personality, while Karla D’Alleva Valas, Head of Private Wealth Management at Fidelity Investments, shared savvy insights on planning for the future.

To drive traffic to the custom destination, The Foundry created native Instagram Story posts, Instagram in-feed posts, Facebook in-feed posts, and Pinterest posts using custom photography from the three live events. The social posts for the Sonoma event featured winemaker and vineyard GM Jasmine Hirsch and David Peterson, Head of Advanced Wealth Solutions at Fidelity Investments. Viewers got a taste of the evening’s dinner and fireside chat through the three-frame Instagram Story.

For each of the three featured destinations, The Foundry wrote two articles: one a pre-event Q&A, and the other a post-event recap that included highlights and takeaways from the chef-curated dinners and fireside chats. The NYC post-event article, pictured above, captured the lively conversation between noted chef and entrepreneur Rōze Traore and Rich Compson, Head of Wealth Solutions at Fidelity Investments. Though from vastly different backgrounds, the two bonded over their love of food, family, and calculated risk-taking. (Traore’s entrepreneurial mother is his guiding force.)