Chef Kobe has 2.5 million followers on Instagram, and it was featured on national news shows. Now, this adorable social media influencer collaborated with Hello Fresh, the best-selling meal kit delivery company. Let's give a standing ovation to this fun toddler!

Meet Chef Kobe

Tune into one of Chef Kobe's Instagram video posts, and it's obvious the kiddo loves cooking. With the support of his parent, of course.

Is there any doubt about what to look out for after dinner? Chef Kobe already has 97,000 subscribers to his YouTube channel, and TikTok has more than 15 million views.

He stuffs about half of the ingredients enthusiastically into his mouth. He adds generous laughter to help throughout the fast-cooking segments. From pasta salad and pizza to helping mom make a cake to celebrate hitting 100,000 followers on Instagram, he has tackled everything. That messy one was back some time ago, but not so long ago.

Chef Kobe's arrival seems like pretty perfect timing for the tiny chef with pandemic-weary people seeking delicious distractions. Chef Kobe delivers as if he were a manager. A supervisor who still doesn't talk in full sentences.

 "There is so much more than just cooking when Kobe is in the kitchen," Ashley Wian, chef Kobe's mom, describes. Ashley told Forbes that Kobe investigates new ingredients, feels new textures, learns practical skills like pouring, scooping, and measuring. "It brings us together as a family," she added.

Hello Fresh connection

Not unexpectedly, it is during the COVID-19 crisis that sales of meal kits are up. Hello Fresh has seen an 88 percent spike in revenue since last year, with 2.6 million clients getting monthly meal kit deliveries.

Linking to Chef Kobe promotes the company's aim of bringing more people to the kitchen. Hello Fresh allows you and your family to make sumptuous meals if you're starting to make a culinary journey.

"Chef Kobe and his family embody the purpose while bringing passion and excitement to the experience of cooking," according to the brand's influencer team.

Kobe's mom said people have reacted to this collaboration only in a positive way! Ashley said many Kobe-inspired families want to get their kids in the kitchen but often find it hard to figure out recipes or new things to try.

"HelloFresh looks [to provide] meals with every ingredient you will need," Ashley explained. She added the meals bring the family together, and provide many benefits for everyone.

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Why social media influence matters for food, beverage brands

Food is one of the most popular social media topics, owing much to its universal visual appeal across cultures, languages, and audiences. Food and beverage companies are starting to realize the impact of social influence, exploiting their controlled and paid advertising campaigns, and earning attention.

By selecting a message that matters to your target audience and finding the right audience of influencers to represent it, social media can raise engagement and brand recognition. It also encourages product experiences and discussions offline filled with positive feelings.

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