Take one camera, one chef and some raw ingredients and combine … um … that might make a quick snack of beans on toast, but if you’re after a delicious, nutritious and memorable meal then you’ll need considerably more time, effort and budget to create something special.
Recipe demonstrations really test a production team. They demand attention to detail and a crew of specialists to design the meals, buy the ingredients, cook the food, present to camera not to mention script, storyboard, light, sound check, film and edit using voiceover and music.
As expectations about the standard of content on the web and especially on brand websites continues to increase, it’s worth thinking hard about what kind of video cookery demonstration to output under a brand banner.
It’s still quite a jolt to see a well-designed website host video that’s either out of date or poorly produced. For some reason cookery demonstrations feature quite highly in this category. Why? Perhaps because something that seems so instinctive and simple is really quite hard to get right.
Because cooking is such an engaging subject for most consumers, it’s one of the most potentially popular ways to get them to interact with food brands and food retailers.
Yet when it bombs, it can cause unintended mirth to the detriment of brand value.