About Wishbone Kitchen
Wishbone Kitchen is the culinary brand created by Meredith Hayden, a private chef, cookbook author and popular content creator known for her aesthetic cooking videos filmed in her Hamptons kitchen. With a loyal audience on TikTok and Instagram, she blends effortless recipes with elevated lifestyle content.
The Challenge: How do we turn Meredith’s breezy, summer vibe into warm, cozy content that still feels true to her and stands out on social in a noisy January?
The Solution: Summer Bites for Winter Nights, the name of our concept. This look and feel married Meredith's Hampton's vibe with the nostalgic moments of summer. We pushed to create content that will live online and resonate with her audience. The overall look and feel is mimics cutout scrapbook elements, gingham patterns, and bright food photography to give a sense of summer.
Audience
Millennial & Gen Z
My Role
- Design Lead & Creative Director
Deliverables
- Promotional Videos, Web Banners, Meal Images, Landing Page, Meta Ads, Direct Mail, Organic Social Media, Recipe Card Template, Emails, PR, and Partner Assets.
Custom elements used throughout creative
Custom Patterns
Color Palette
Recipe Photography
Recipe images are used throughout marketing assets as well as in recipe cards which are sent to customers.
Film Photography
We brought a film camera and disposable cameras to the set to take candid photos of Meredith to be used throughout creative. The purpose of this was to create nostalgic images showcasing Meredith’s personality and home cooking.
Meta Ads – from Wishbone Kitchen handle
Created 28 meta ads to be shared from Home Chef, Wishbone Kitchen, and Kroger Handles. These ads ran on Facebook and Instagram.
Meta Ads – from Home Chef handle
Promotional Videos
Dinner Friend Video
This video meant to show Meredith’s easy personality talking about the partnership to a close friend over Facetime.
Day In My Life Video
This video meant to mimic Meredith's typical film style, discussing her meals on the Home Chef menu and the partnership.
Direct Mail
Sent to potential customers.
Web Banner and Menu
Banners displayed in customers dashboard and mockup of how Wishbone Kitchen meals will appear on the menu.
Social Media Posts
Created 8 recipe carousels using collage style look and feel.
PR on Wishbone Kitchen
People Magazine posted an article as well as Wishbone Kitchen sending out 2 emails highlighting the partnership.
Emails
Multiple emails sent from Home Chef highlighting the Wishbone Kitchen Partnership.
