When you hire a recipe developer for your brand, here’s how to brief them so your product really shines.
I’ve long said recipes are the OG form of viral content: requested, shared, and served for generations. That makes them a smart investment for any brand in the food-and-beverage space.
A good recipe serves both an immediate need to spotlight a particular product and helps build a long-term content library that your brand can draw on for months and even years – if you plan accordingly. Here are seven factors to consider when working with a recipe developer:
1. What’s your product and brand?
This seems so obvious, right? But the more you can clarify what sets your product apart from your competitors, the better.
Also define what qualities you want shoppers to experience with the product by making the recipe. That could be anything from a creative way to use a very familiar product (i.e., versatility) to a bold, unique flavor profile (an exciting new taste!). Other factors might be convenience or wellness.
Learn more about how my recipe development process works →
2. What do you need the recipe to accomplish?
Think about your immediate and longer-term needs. For instance, do you need a recipe now to launch a new product, appear on an updated product label (where space may be limited), or spotlight a legacy offering in a new way? Or do you need a seasonal or holiday tie-in? If you need several recipes (or more), do you need them to work together, or should each stand alone?
The idea is that you may have a specific need right now, but with a little planning, that recipe can work in a robust evergreen content library.
3. Where will the recipe live?
Of course, a recipe can serve many purposes and live in a number of places but be sure to define its primary mission. That might be on your brand’s site as part of a recipe library, for a social media campaign (likely multiple platforms) in weeks (or months to come), or an email newsletter or product label (where space is tight).
Not sure where to start? The free Content Kitchen Recipe Brief walks you through the whole process in less than 10 minutes →
4. What’s your brand’s personality?
A brand that describes itself as playful and approachable will want simple, fun recipes to reflect that. A brand that leans toward high status and elegance may want dishes that feature high-end ingredients and aim to impress guests.
Does your brand have a visual style guide? Share that with your recipe developer! It also provides clues for dishes that align with what your customers want.
5. Who’s your target customer?
The more you have this dialed in, the better the recipe can serve what your customers really want from your brand. Age and gender are just the start. Are your target customers busy working moms who need family-pleasing meals quickly? Health-conscious shoppers who crave clean ingredients? Adventurous home cooks in search of big flavors?
Also, what are they specifically looking for from your product? It could be convenience, flavor, status – anything!
If you have brand personas for your customers, share them with your recipe developer. Every clue helps them tailor dishes that will hit the mark
6. What kind of cook is your target customer?
It also helps to clarify your target customer’s cooking skill level and interest. A novice eager to learn more? An intermediate home cook who just wants to get dinner on the table with minimum fuss? An experienced amateur chef who’s intrigued by new ingredients and techniques?
And who do they cook for: themselves? a partner? kids? All these factors shape recipe development, influencing everything from the number and type of ingredients to overall complexity.
7. Will you need visuals?
While brands typically have me photograph recipes for one-stop-shop convenience, I also develop recipes that are handed off for other people to style and shoot. Even then, I work closely with clients to consider how the recipe looks. So I consider everything from garnishes to plating so the food looks as good as it tastes.
How to Brief a Food Photographer: 7 Things Brands Should Know →