For 25 years, Invesco QQQ has made investing in 100 of the world’s most innovative companies accessible through a single ETF. Yet, in 2024, 47% of investors had never heard of it. Our solution? Teach ETF education through the universal language of food.

Recipe for Innovation brought the ETF to life through 25 original dishes created by world-renowned chefs, including Jean-Georges Vongerichten, Kwame Onwuachi, and Kristen Kish. Each dish was inspired by a company in the fund.

We extended the series across 100+ pieces of original content, a 128-page cookbook zine, and partnerships with Food & Wine, Bon Appétit, Fast Company, and The New York Times Cooking. The campaign culminated at the NYC Wine & Food Festival with a first-of-its-kind Chef Kwame Onwuachi hologram and Recipe Generator, turning ETF education into an immersive culinary experience.