Ethnographic Research & Brand Strategy | As America’s Test Kitchen looked to expand its subscriber base beyond current brand zealots, helped the company understand perceptions and opportunities among subscribers and non-subscribers alike.
Through its top-rated America’s Test Kitchen television and radio shows and Cook’s Illustrated and Cook’s Country Magazines, ATK fans are passionate supporters of the brand’s “recipes that work” philosophy. The company’s customers are the envy of many brands — thoughtful, high income, educated and active consumers. However, bringing new customers into a brand with such a distinct personality can be a challenge.
Through one-on-one ethnographic interviews with cooks in their home kitchens, I directed a project that helped ATK understand how the brand is perceived and created profiles of new types of cooks would could be targets for for expanding the brand.
I also helped create a messaging platform and brand architecture that simplifies the relationship between America’s Test Kitchen, Cooks Illustrated and Cook’s Country brands, which even existing customers find confusing.
Work performed with Catapult Thinking.
Verbal Branding + Content + Food Writing 