Clam Chowder Cook-Off
Santa Cruz 44th Annual
Presented by Santa Cruz Parks & Rec and The Boardwalk
For 44 years, the Santa Cruz Clam Chowder Cook-Off has been more than just a competition—it’s been a tradition, a celebration, and a way to support the spaces that make Santa Cruz feel like home. This year, we had the incredible opportunity to partner with Santa Cruz Parks & Recreation and the Santa Cruz Beach Boardwalk to bring this event to life in a whole new way.
At The Well Creative Agency, we handled the full creative scope of the campaign—from concept to final execution. We reimagined the event’s branding, designing a fresh take on the classic clam logo and crafting new merch that oozes beach town vibes. We also took the lead on pre-production, on-site media coverage, and final event recap—capturing every smile, every bite, and every moment that made this year’s cook-off unforgettable.
From the first brainstorming session to the final frame of our recap video, our goal was simple: honor the tradition while bringing a fresh, modern feel to the experience. We wanted every element—whether it was the new logo, the merch, or the event coverage—to reflect the heart and soul of Santa Cruz. This wasn’t just about documenting an event; it was about amplifying the community, the competition, and the camaraderie that makes the Clam Chowder Cook-Off such a staple every year.
A Bowl Full of Community
Cooking Up Awareness
But this event isn’t just about who takes home the trophy (or who eats the most chowder). It’s about raising awareness and funding for Santa Cruz Parks & Rec and the incredible work they do for our community—from maintaining local parks and trails to keeping public spaces accessible for everyone.
At The Well, we believe creative storytelling can do more than just market an event—it can rally a community around something bigger. Through eye-catching visuals, engaging content, and authentic storytelling, we were able to highlight not just the competition, but the heart behind it & one of the cornerstone organizations in our community.
Sometimes You Need to Call in Backup
When it came to making sure the Cook-Off got the love it deserved, we knew we had to bring in the big guns. Enter my longtime buddy, Zax—aka the mastermind behind @bestbayareafood. If there’s anyone who knows how to hype up a food event, it’s him. We had them come out to capture the energy, the flavors, and the sheer passion that makes this event what it is.
With their keen eye for mouthwatering content and an audience that lives for the best eats in the Bay, Zax and his team helped take the Cook-Off’s reach to the next level. From behind-the-scenes kitchen shots to steaming bowls of chowder in the golden Santa Cruz sun, they captured the essence of the event in a way that made you wish you could taste it through the screen. Teamwork like this is what makes these projects so special—collaborating with people who share the same love for food, culture, and community.
