HomeCooks is an online marketplace where independent chefs sell ready-made meals. In a crowded food-tech space, the brand needed to stand out. The challenge was to make the food look as good as it tasted while telling the unique stories behind each chef and their cuisine. The goal: build trust, spark appetite, and drive orders through content that didn’t just sell meals, but celebrated the people who made them.
I led content production for HomeCooks, creating visuals that made each dish shine and told the story behind every chef. We combined vibrant food photography, chef interviews, and behind-the-scenes content to build a narrative-driven approach. This helped connect audiences to the people, culture, and passion behind each meal. Recipe-based content became the top-performing format. It offered value to the audience while showcasing the quality and care behind the food. This blend of visual appeal and authentic storytelling turned social media into HomeCooks’ most effective acquisition channel.
Generated 4.2M+ impressions and 650K+ engagements in 6 months. Recipe content drove an 8.5% engagement rate, with chef stories achieving a 3.2% CTR. Social became the top-performing channel, directly supporting a $3.1M Seed raise and successful crowdfunding campaign.
