case study
CookUnity
Transforming CookUnity’s social presence from corporate to crave-worthy.
A social strategy that connected chefs, content, and community and turned followers into brand loyalists.
111% follower increase YOY
From 90k-190k followers
5x content output
From 2x per week to 20x per week across owned channels
20x impressions
From 50k per month to 1M views per month across owned channels
THE CHALLENGE
When I joined CookUnity, the brand had a strong product and a clear mission: chef-crafted meals delivered to your door. But the brand wasn’t earning the equity that mission should have built. There was a perception-value gap — the product was premium, but nothing in market reflected that back to the customer, so the brand wasn’t getting credit for what it actually was.
Social was the clearest symptom: food imagery that didn’t read as premium, storytelling that never connected chefs to the “why” behind their dishes, and engagement averaging just 0.9%. But the real issue sat one level above the feed.
The brand was communicating as a delivery service when it needed to communicate as a chef-led community, and every piece of content built on the old positioning was reinforcing the wrong story. Fixing the feed meant fixing what the brand stood for first.
Some examples of the old CookUnity feed:
The Strategy
My goal was to connect CookUnity’s chefs and their dishes to consumers, showcasing that this is not just a typical meal delivery service but a collective of chefs crafting restaurant-quality meals with pride and creativity. I built and led the team behind that shift with a small team, and a network of freelancers including photography, videography, food styling, and influnencer.
I set the creative direction and the bar for what shipped, then built an integrated framework that elevated chef-led storytelling to highlight their individuality and “why,” developed craveworthy visuals that positioned the food as premium and shareable, partnered with aligned creators and brands, including Buzzfeed Tasty, the NYC Marathon, Shaun White, and chef Cat Cora, to extend reach and credibility, and launched experiential activations that brought the brand to life in real-world moments, turning audiences into superfans.
The organic content this team produced didn’t live in one channel; it was repurposed across paid social, email marketing, and used to inform media buying decisions, extending the creative’s reach and ROI well beyond the feed.
The Results
The strategy transformed CookUnity’s social presence from static to story-driven, driving measurable impact across growth, engagement, and conversion. The brand’s following grew from 90K to 190K, follower participation increased by 130%, and content cadence rose by 150%, resulting in 25,000 organic trials. More importantly, the brand evolved into a true community — one that celebrated chefs as creators and inspired customers to engage, share, and advocate for the CookUnity experience. Check out some highlights below.
Craveable Visuals
Viral Content
75k
3.3 MIL
93k
2MIL
Partnerships
NYFW
NYC Marathon
Shaun White
Buzzfeed Tasty
Experiential
CookUnity Peep Show
An experiential activation where chefs served bite-sized amuse-bouches of their signature dishes in the style of a traditional peep show. The campaign was supported by a targeted guerrilla influencer push that drove more than 3,000 attendees within 48 hours.
Eat Art: Art Basel Miami
At the Museum of Graffiti, we launched Eat Art, a series celebrating the intersection of visual creativity and culinary craftsmanship, serving signature dishes that delight both the eyes and the taste buds and garnering 500k impressions across channels.
SuperFan Tasting Dinner
Connected one of our top chefs Aarthi Sampath with CookUnity’s most loyal customers (50k+ LTR) for an exclusive seven course tasting menue in NYC.
9 Chefs One Table
9 Chefs, One Table”: a one-night event in Upstate New York bringing together top CookUnity chefs for an exclusive 12-course tasting experience.
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