CPG

Momofuku Products for Home

Momofuku had always been known as a restaurant group—but it had never made anything for a home cook. My content strategy had to focus on customer education and showing people how they could get access to restaurant flavor at home.

The first product: Seasoned Salts.

I. Educational Primers | Intro to Flavor

Before they launched their first products, I knew we needed to start conversations around flavor. I built a series of articles on our Content & Commerce site as well as Instagram stories to talk about flavor. Click below for articles from Peachy Keen.

We're Still Not Over Chinese Restaurant Syndrome

People still haven't gotten over one article from over 40 years ago

Have We Reached Peak Umami?

Umami isn't the silver bullet to make food taste universally delicious

Six Seasonings to Add Umami to your Cooking

There are lots of ways, but these are our picks

What Makes it Tingle?

The science behind the Sichuan peppercorn in our Tingly Seasoned Salt

I also built out stories with interactive flavor features on social media channels that linked to the products. Here’s a sample Instagram story on umami.

II. Product Education | Momofuku Restaurants

The next step was educating followers on the product itself. I wanted it to feel new and special but tied back to Momofuku. For content, I focused on textures of the product itself and also restaurant tie-ins in order to drive sales.

Textural content was featured on our product pages to give people a sense for how these products looked and felt.

For social media, I wanted more engaging content. I featured how our products are being used across our restaurants.

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Prime Rib at Majordomo

We got over 18,000 total engagements, and we were able to drive sales of about 500 units of our product as well, all with a single organic post.

III. Establishing Home Cooking Expertise

Momofuku had always been known as a restaurant group. They needed to pivot their purview to include expertise in home cooking as well as restaurant cooking. I launched a Youtube channel that showcased products in home cooking applications.

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On social media, I created content around home cooking and encouraged our followers to engage with recipes on Peachy Keen.

Screen Shot 2020-06-15 at 9.17.59 AM.png — CASE STUDY:

Bo Ssam Recipe

Posting the Bo Ssam inspired hundreds of tags from cooks across the country who were engaging with Momofuku recipes at home. I refeatured these on Instagram as a way to promote how Momofuku is encouraging home cooks.

Also, I worked with Momofuku chefs to pilot stories that could run on home cooking. Stories are archived at the top of @momolongplay.

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IV. Building an Online Community

The last step I focused on was using the success of home cooking content to build an online community of home cooks that are devoted to Momofuku. In product packaging and on social media, I drove people to tag us in how they were using our products.