ediblur deck final · recipe 101 - the basics. series will show first year chefs how to make basic...

EDIBLUR

STRATEGIC ALIGNMENT

STRATEGIC GOALS[ [•Ediblur is a complete mobile solution seeking to blur

the lines between the Executive Chef professional and the everyday food enthusiast.

•Ediblur will focus on B2B & B2C content to include live streaming, real time interaction, sponsored branded content, and behind the scenes in the kitchen exclusives you can't find anywhere else making Ediblur the go-to app for kitchen professionals and their consumer audience.

CONTENT STRATEGY

BEST PRACTICES

SUGGESTIONS

Your app gives you the opportunity to create a special bond with your most loyal fans. Nurture that relationship by posting exclusive content that fans can’t find anywhere else.

Post news on your app first. That way you reward your biggest fans.

It’s all about posting regularly. Pick a schedule and stick to it. Why exclusive content is most important, also post the content from your other social networks. 5-10 posts per day is a good average.

Be engaged: interact with your fans frequently - promote q&a’s, ask your fans what they want to see on the app, reply to comments etc.

Quality is important but it’s more about being spontaneous and authentic. Your fans want to see you unfiltered and real.

Prioritize live streaming & video content.

BEST POSTING PRACTICES[ [

Livestreams are the single most important piece of content, because they create a direct connection between you and your fans. Make sure to livestream at least three times a week.

Keep livestreams three minutes or longer, so fans have the chance to jump on the app after they get the push notification.

Off-the-cuff, spontaneous livestreams are a very engaging, relevant way to connect to fans. They love and appreciate this exclusive behind-the-scenes access. But especially here: keep going for a while, so your fans have the chance to tune in. Nothing is more frustrating than getting a notification about your livestream, and missing it because it’s already over.

Live stream concerts and interviews on your - your fans love that kind of content. Complement your off-the-cuff livestreams with a livestream series, so your fans have something to look forward to each week.

LIVE STREAMING[ [

A series is a fantastic way to build a relationship with your fans. The fan has something to look forward to (similar to a favorite tv show or magazine release), and it makes it easier for you to come up with great content on a regular basis. A series is simply content that has a certain theme and that you publish on a regular basis (for example every Tuesday).

A series can be a regular livestream, pre-recorded video, or photos. If you pre-record, you can film several episodes at a time, so you have them ready to go. That way you can keep the schedule even if you are on vacation/too busy during certain time periods.

Keep a regular schedule. Your fans will expect and look forward to the next episode at exactly the same time and day.

Create a hashtag for each series. Use it when you promote the series on your social networks, so fans can track and use it in their conversations about it as well.

[ [CONTENT SERIES

B2B Phase 1[ [Startup phase - Content can be produced by ediblur team exclusively.

PHOTO IDEAS VIDEO IDEAS

Sustainable Kitchens - Spotlight on eco friendly designs for commercial kitchen inspiration.

Around The Kitchen - Back of The House behind the scenes look at the day to day ongoings of kitchen routines, challenges and

teamwork.

Menu Designs - Inspirational photo series for restaurant menus. Can be seasonally themed.

In Season - Trending seasoning of the moment to use in your recipes.

Food in Tech Trends - Articles will highlight the latest news in tech trends in the kitchen and around the

world.

Food Safety - Monthly insider tips on food safety trends and alerts in the industry.

CONTENT IDEAS[ [

PHOTO SERIES VIDEO SERIES

Plated- City Focused. This series will show chefs and consumers alike what goes into crafting the perfectly

plated meal. We can also interview chefs to hear about their inspirations for their plating techniques.

In The Mix - Video series that will feature Edibulr reporter covering the latest trends in food industry.

Shopping Listicles- Monthly or weekly article featuring a listicle of must-have tools, ingredients, cook

books and more, to have in your kitchen.

Ediblur Finds - This series will cover 1 topic per week and take a deeper dive into that tool/restaurant/liquor/health trend etc.

Chef Spotlight - Interview series featuring a new chef from a different city each week. The article will

cover everything from how they got started in the industry, to their inspirations, to their favorite recipe to

make.

Straight From The Source - Sustainable cooking will take chefs into sustainable Farm to Table kitchens and cover everything from

how to start their own sustainable garden to different seasonal ingredients to cook with.

CONTENT IDEAS[ [

LIVESTREAMS LIVESTREAM SERIES

In Studio Cooking - Bi-monthly cooking series with Ediblur Chef. We can take into the app users to see ask

what they would like the chef to cook next.

Top 5 at 5 - Weekly series that will talk about the latest 5 trends happening in the industry from food to chef hires, company

buyouts and mergers, and so much more.(News Segment)

BTS at Ediblur - Give viewers a behind the senses look at Ediblur headquarters, inside meetings, video

shoots etc. The complete immersive experience into all things Ediblur!

Flavor Maker - Spot a Flavor. This series will talk about 1 -3 new flavor trends and show users how to use them in their kitchen.

CONTENT IDEAS[ [

In The Mix - Insider [ [Bi-monthly video or weekly podcast from Ediblur studios featuring reports on the latest trends in the industry. This can cover everything from seasonal cooking, to the newest techniques for cooking, to new tools/products etc.

Around The Kitchen [ [Around The Kitchen is a weekly photo / video series that will take chefs and customers alike on a tour around some of the most famous kitchens in their city/the world.

An Ediblur reporter will visit and feature one new kitchen with interviews from the chef’s and staff. Photo/GIF will accompany the article. Video version will feature bloopers and extras that can be teased on social.

Chef Spotlight[ [Ediblur reporters will spotlight a new chef in a weekly article feature.

The spotlight will include an interview with the chef and feature 1 recipe that’s exclusive to Ediblur. The recipe will be featured in a video to accompany the article.

Straight From The Source[ [Straight From The Source will take chefs into sustainable Farm to Table kitchens and cover everything from how to start their own sustainable garden to different seasonal ingredients to incorporate into their menu.

Shoppable[ [Ediblur will work wth chefs to curate the ultimate monthly must-have-in-the-kitchen shopping list for chefs. The listicles will include tools, ingredients, cook books and more.

B2B Phase 2[ [Concepts executed with Ediblur partners: Influencers & sponsors


Plated - Plating presentations from around the world. (Sponsors)

Flame On- Cooking in the Kitchen. Partners will take viewers behind the grill and into the flames of their favorite fire grilled

dishes.

Tossed - Partner with influencers and sustainable focused chefs to create unique salad concepts

Chef’s Guide- Chefs reveal their favorite restaurants to dine at / favorite cooking tips and tricks

Destination: Food - Tips on how to introduce international food trends into your menu.

Menu Takeover - Large scale pop-up event where two chefs take over each others menu and select 1 dish to makeover. The

crowd gets to vote on their favorite dish for a winner take all grand prize. (TBS with Sponsor)

CONTENT IDEAS[ [


Recipe 101 - The Basics. Series will show first year chefs how to make basic sauces, chicken dishes, desserts

and more.

Food Lab- Partner with Influencers and Chefs to create unique dishes in the kitchen and share the results- both good and bad.

Tools of The Trade - Article series on cooking tools. Lessons From The Line - The first year on the kitchen line as told by chefs.

Catch Me If You Can - Seasonal series on seafood trends of the moment. Can be accompanied by recipes

and GIFs.

Around The Kitchen - Influencer edition. Partner with influencers and have them take viewers on a tour around their

kitchens or their favorite restaurant kitchens in town.

CONTENT IDEAS[ [


Comfort In - Influencers talk about their favorite comfort food in studio at Ediblur.

Q & A series where chefs answer cooking questions form their fans. Cross promoted on other socials.

Down to Business- Marketing tips from restaurant pros. (Weekly business segment)

What’s for Dinner? Invite users to tune in and assist the Chef in building a unique recipe out of ingredients on the table (in studio)

CONTENT IDEAS[ [

Food Lab Creations[ [Feature an ingredient of the week and challenge chefs to submit a recipe video featuring that ingredient. Chefs would be invited to submit both their successes and failures. Failures to be used as blooper content for teaser promotions and BTS exclusives.

Weekly video series featuring Ediblur partner chefs. Ediblur to create a monthly content challenge calendar to submit to partners. Calendar would be based off seasonal ingredients. RSVP to participate in the challenge. would be due 3 weeks out with recipe due 2 weeks out to post.

Lessons From The Line [ [Invite Ediblur partners to share their “Lessons from the Line” the first year they were in the kitchen. Feature each position in the kitchen. First year as a line cook. First year as a Sous Chef. First year as an Executive Chef.

Content can be executed as video content, podcast and/or Q & A Article. Weekly or monthly feature rollout. Cross promotion in video form would be posted to Ediblur Instagram account featuring 15 second teaser with CTA to download the app to see the full episode. Cross promotion in article would be in quotable form with photo of the Chef and CTA to download the app to read the full Ediblur exclusive interview.

Ediblur Finds[ [Each week Ediblur will report on a new finds in a different city.

From teas to exotic desserts, rare ingredients to unique cooking tools and beyond, Ediblur will be the go to source for uncovering and setting food and cooking trends

Article series mixed with videos.

B2C [ [Concepts executed with messaging focused towards consumers


Hopp Around Town - Beer focus on local brews. Partner with Brewers.

Shaken Not Stirred - Cocktail series released every Thursday that will feature 3-5 cocktails to help get the consumer ready for a

night out on the town. (pre-game)

Wine & Dine - This series will show consumers how to pair the perfect wine with their meal. Would cover

breakfast, lunch, dinner and dessert. All Fired Up - Grilling series for the summer. Sponsored content.

Infused - Cooking with unique ingredients infused within the recipe. Flowers, Alcohol etc.

Green & Clean - Clean eating, cooking and recipes . Can also have viewers submit their favorite recipes to have featured in the

Fan Fare collection on the app.

CONTENT IDEAS[ [


5 Below - Recpies that are 5 ingredients or less #ThrowItInTheCart - Food Shopping Series (x1 month) (see below of breakdown)

Whipped - The ultimate dessert series featuring unique desserts from around the world. Would include

GIFs

Food Truck Fridays - Fan Edition. Ask fans to submit their favorite food truck around their city for a chance to be featured as the Food Truck of the week. That includes an interview with the

owner pop-up event in their city.

Soul Food - Article series focusing on restaurants that give back to their community. Can also implement

video.Sustainable Life - How be sustainably in the kitchen/ trends.

CONTENT IDEAS[ [


Pantry Raid - Raid pantries of fans for a complete food makeover in their home.

Cook In My Kitchen - Have viewers submit ingredients they have in their pantry on Monday and every Tuesday an Ediblur chef will LS

cooking a meal with a selected users ingredients.

Restaurant Takeover - Partner with a local restaurant and invite fans in that area to come out for

food tastings and cooking.

Fry Guys - Partner with influencers to fry random foods . Have community weigh in on next food items to fry and try

CONTENT IDEAS[ [

Food Truck Fridays[ [Feature one new food truck a week in a different city. Interview owners and have them submit a recipe to share on the app.

Ask fans in that city to share photos of their favorite dishes from the food utilizing a specific hashtag. Select photos from the UGC to be featured in a collection on the Food Truck section.

#ThrowItInTheCart[ [TINTC is a video series partnering with food influencers and chefs that takes customers into their favorite grocery stores to food shop for the week/night. Partners will help viewers in a variety of scenarios from picking out nutritious foods for any diet (paleo, low-carb, vegetarian, vegan etc.) to picking out ingredients to make specific recipes which will have those episodes followed by the influencer/chef cooking the meal in the Ediblur studio.

5 Below - Recipe Series[ [Each week Ediblur studios will feature 5 new 5 ingredient meals.

The app will have ollections for lunch, dinner and dessert. Launch videos/GIFs to support the articles.

We will also tap into the fanbase to ask them what recipes they would like to see made into a 5 below meal. They can also share their favorite 5 below meals across social with an accompanying hashtag to be featured in the app collection.

YOUR CONTENT TEAM

Shayna Macklin [email protected]

mailto:[email protected]

1. Livestream daily, or at least 3 times a week 2. A minimum 50% of your app content should be exclusive to the app 3. Cross promote each exclusive post on your socials with a teaser 4. Do regular social ads to encourage downloads of your app 5. Engage with your fans (ask questions, respond to comments, etc) 6. Set up a cross platform contest at least once a month 7. Produce at least one premium content series for your app 8. Mix planned and spontaneous content pieces 9. Prioritize video and lifestream content 10. Reach out to your FanHero team with any questions

THE 10 BIG ONES

THANK YOU

ediblur deck final · recipe 101 - the basics. series will show first year chefs how to make basic...

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