STRATEGY
PERFECT BAKING
Brand Strategy, Vision, Coaching, Pitch Document
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PROJECT: Develop a TV show concept and brand for a talented chef/entertainer.
BACKGROUND: Los Angeles–based pastry chef Jonathan Wing started off in business but found himself drawn back to his true passions, food and entertainment. He needed a strong concept for a TV show that represented his values, but had no idea how to get one.
OBSERVATIONS: Food entertainment is a market saturated with celebrity chefs, most of whom exhibit a unique personal angle on cooking, e.g. Bobby Flay does Southwestern Cuisine, Rachael Ray does Healthy Snacks. However, most of the shows for these chefs follow a standard and expected format. Despite the heavy competition, there is still room for a cooking show that breaks the mold.
SCOPE: Strategic Consulting, Competitive Analysis, Core Values Exercise, Determining a Brand Promise, TV Show Concept, Pitch Document, Collaboration with Producers, Show Website.
INSIGHT: Jonathan values the pursuit of perfection and genuine generosity. After defining these values, we developed “Perfect Baking,” a show that focuses on making perfect desserts and giving them away. Our mission is to foster a culture of generosity through the power of giving.
RESULTS: Through coaching, Jonathan learned how to document and promote his work as well as develop an audience through social media and events. Within weeks, these efforts lead to over 160 new followers and over 2,000 unique visits per month. A team was assembled to create an impeccable pitch document. PerfectBaking.org was developed to supplement the pitch document. This site includes a professionally produced casting video. We began negotiations with a nation-wide TV channel in January. “Perfect Baking” is scheduled to begin production in July and will be on air later this fall.
