LET'S DIG IN by nina austin

CREATIVE PRIORITIES

SHIFT DIG IN FROM A FOOD PLATFORM TO A CULINARY LIFESTYLE PLATFORM

SPEAK TO BOTH FOODIES & RESTAURANT OWNERS AT ONCE

CONNECT THE SUBRAND MORE CLOSELY TO PEPSI’S MASTERBRAND

EVOLVE RELATIONSHIP WITH RESTAURANT OWNERS

CREATE LARGER IMPACT ON FOODIE CULTURE

OUR FOODIE FOOD FESTIVAL FREQUENTER

LOCAL TOUR GUIDE

ALWAYS RECOMMENDATION READY

CASUAL CULINARY CONNOISSEUR

TIK TOK TASTE TESTER

OUR RESTAURATEUR CULINARY INNOVATOR

COMMUNITY CORNERSTONE

PLAYS WITH FIRE

LOCAL LEGEND

MASTER OF TRADITION

I LIKE TO HIT PEOPLE WHERE IT MATTERS THE MOST, AND THAT’S THE STOMACH. WHEN YOU GET PEOPLE EXCITED IN THAT WAY, YOU CAN INTRODUCE NEW IDEAS AND GET THEM THINKING ABOUT SUPPORTING DIFFERENT. BUT IT STARTS WITH THE STOMACH. BRYANT TYREE

WHAT IT MEANS TO DIG IN To truly “dig in” is to not just enjoy but savor what’s being served. It means setting aside table manners to really sink your teeth in. Within the culture it’s a show of respect for the love and labor that goes into a well prepared meal. For us, it’s a call for carefree, unapologetic, indulgence in celebration of Black food culutre.

WHAT DIG IN BRINGS TO THE TABLE The dominant narrative around Black food has only scratched the surface. Our platform will truly dig in to the richness and complexity the culture has to offer. Our content will go beyond highlights and recommendations to facilitate real conversation from a fresh, nuanced, pov.

Making us today’s most... informed, introspective, & inspiring black food media hub.

OUR PILLARS GLOCAL PERSPECTIVE TRADITION & TRANSFORMATION TOMORROW’S TASTEMAKERS ORGANIC COMMUNITY FOOD FOR THOUGHT

GLOCAL PERSPECTIVE (GLOBAL + LOCAL)

Local flavor is our thing. But to fully honor the richness of Black food culture we’ll explore regional cuisines in communities outside the US. Our content will expose our audience to a feast of culinary adventures throughout the global diaspora.

TRADITION & TRANSFORMATION

Today’s foodies are equally hungry for innovation as they are for familiarity. We’ll preserve and uplift classic traditions from the culture while also highlighting the ways it is evolving.

TOMORROW’S TASTEMAKERS

The face of Black food culture is changing and we will be a springboard for those who are leading the charge.

While we will honor and pay homage to the existing culinary elites we will use our platform to elevate the new vanguard of culinary tastemakers.

ORGANIC COMMUNITY

With Black leisure being a new space, our audience is creating a roadmap for their futures without a blueprint to follow.

We’ll make our content (as well as our comment section) a safe place to explore these ideas with like-minded foodies.

To become a valuable media hub In

FOOD FOR THOUGHT

the Black food space we’ll offer distinct thought leadership that drives conversation around topics the culture cares about.

Our goal will be to challenge the status quo and catalyze dialogue around today’s culinary controversies.

CONTENT MIX TIK TOK

INSTAGRAM

TWITTER

YOUTUBE/FACEBOOK

3-4(x) Weekly

1-2x Weekly

AD HOC

JOURNEY + EXPERIENCES

EXPERIENCES + BOH

EXPERIENCES

(2) Culinary Journeys - Influencer

(2) Restaurant BOH

(1) Restaurant BOH

TBD

(2) Foodie Experiences - Branded

(1) Foodie Experiences - Branded

BTS, M.O.S. Interviews, UGC (Reviews, Storytimes, Mukbangs)

Text-only, Polls, Recommendations, Partner/Brand Interactions

BTS, M.O.S. Interviews, UGC (Reviews, Storytimes, Mukbangs)

INFLUENCER

BRANDED

🍴JOURNEYS

󰟖󰞕 BOH

🔓 EXPERIENCES

This content will be a peek behind the curtain for the observers who are intrigued by the process and a resource guide for those making the magic happen. Restaurateurs and foodies alike will benefit from the edutainment-style approach highlighting today’s chef talent.

Our experiences will be our biggest opportunity to deliver on our core mission to celebrate end uplift Black food culture. Here we’ll cultivate important conversations and curate the most exciting culinary adventures for our audience

These will be first hand accounts of the foodie lifestyle through the lens of those living it everyday. We’ll use this content to explore themes and topics we want to introduce to our larger audience in an organic, relatable way.

BRANDED BOH & FOODIE EXPERIENCES

CHANNEL CALL OUTS Instagram functions like our homebase in the digital range. It can house the most diverse kinds of content and two-way dialogue. Our IG is where we establish our core brand personality, visual aesthetic, and storytelling pov.

OUR FEED Every moment on our feed should feel like a story. Our vantage point will literally feel like we are across the table so we are always situated in the conversation rather than observing passively

OUR PHOTOGRAPHY VIBRANT NATURALISTIC COLORFUL RICHLY SATURATED SLIGHTLY HAZY/OVEREXPOSED

OUR FOOD PHOTOGRAPHY COLORFUL

CLEAN

PLAYFUL

ELEVATED

TEXTURED W. HUMAN TOUCH

INTENTIONALLY PLATED

HOW TO CAPTURE DIG IN MOMENTS CURATE CANDID MOMENTS

ADVENTUROUS

AUTHENTIC

JOYOUS

ELEVATED

GET UP CLOSE & PERSONAL HIGHLIGHT THE FEAST NOT JUST THE FOOD INCORPORATE THE AMBIANCE FOCUS ON THE PLOT NOT THE ENDING

RELATABLE

https://www.eatokra.com/discover

CREATOR ARCHETYPES

MASTER HOME CHEF

ATMOSPHERIC EATER

TASTEBUD TOURIST

This foodie is everybody’s favorite self-taught chef. They know their way around a cookbook and have probably taught you a thing or two on Tik Tok. Their content is as fun and flavorful as the mouthwatering meals they make and their aura reminds you how fun cooking can be.

This foodie feasts on ambiance like a michelin-star meal. They love the art of enjoying good food with great company and welcome their audiences to the table. Their content showcases all the best spots for any occasion and the latest luxe eateries to look out for.

This foodie loves adventure and finds it by exploring new flavors. They search far and wide for the savoriest street food, eat their way through every city and capture each delicious moment along the way. Their content is wear travel, taste, and thrill meet.

https://docs.google.com/presentatio n/d/1yV1l6eGCtvxpWKy9oZEzb1H 0YE6aRDBf4CtCvOV0XIA/edit#slid e=id.g2a6813d0b8b_5_1141

https://www.eatokra.com/discover

SAMPLE CASTING

Samo Frais (@samofrais)

Courtnee Futch (@courtneefutch)

Tiana Gee (@chefgee)

Brian Lindo (@briancantstopeating)

Chef Bruja (@chefbruja)

447K IG | 1.2M TT

1.31.1 K | 78.5K TT

16.3K IG | 5K TT

320K IG | 114.3K TT

176K IG | 117K TT

EVERGREEN CREATOR CONTENT ● Foodie Hunger Traps - Remixing classic food porn with must-try culinary experiences. ● Destination Dinner - We’ll tap into the foodie tourism crossover and give influencer partners the opportunity to take overnight trips just to try a new restaurant. They’ll chronicle the experience for our audience and also take nominations for where they’ll go next.

EVERGREEN BOH CONTENT ● For The Ones In The Back- We’ll visit some of the biggest restaurants in the country and have the chefs interview the BOH staff. ● Restaurant Makeovers - BTS of the restorations of the most promising Eat Okra Partnerships ● One Plate Wonders - Spotlighting chef’s specialty dishes in a fun, snackable way. ● Kitchen Swaps - Local restaurant residencies between successful & struggling Black businesses

EVERGREEN REPURPOSED CONTENT We’ll maximize our existing content by making memes. We’ll tap into the most popular conversation on social and find audio, video clips, and photography that can be reheated into something new.

EVERGREEN EDITORIAL: DIG IN DIGEST LET’S MAKE OUR FEED INTO A DIGITAL BLACK FOODIE MAGAZINE We’ll drive meaningful and engaging conversation on our Instagram channel by distributing elevated, thought-provoking in-feed editorial content. We can also use this mechanic to maximize features like broadcast and stories within the platform as well as cultivate deeper ongoing relationships with talent partners.

INFLUENCER JOURNEYS & FOODIE EXPERIENCES

TIK TOK VIBE Tik Tok is an opportunity to engage in the playful, raw, messy aspects of foodie culture in a light-hearted organic way. Our content should be eye-catching, snackable, and easy to digest. We’ll lean on our influencer partners to bring our values to life irl. We’ll empower them to explore every aspect of culinary culture and make memories along the way.

CREATOR ARCHETYPES

MESSY EATER

SNACK SAVANT

DINE-IN DIVA

This foodie tackles every meal with a no crumbs left behind kind of attitude. They are the not-so-picky eater you can always trust to clear the plate and put their fork in yours. For them the best part of food is the experience of eating it.

Find this foodie in a snack aisle near you hunting and gathering. They love to experimental with the newest product on the shelf and can’t resist a viral recipe. And the best part is they make you feel like you're part of the process

Count on this fabulous foodie to have a table for one and her tripod ready. She is your friend in your head who has all the best lowkey, local recommendations. And no whether it’s an old faithful or fresh find you swear by her suggestions.

EXAMPLE CREATORS

Kay Wright

Justice Ndebe

Destiny

Salem Mitchell

Nzinga Young

2,548 IG | 203.2K TT

396K IG | 209K.2K TT

559.7K IG | 747.7K TT

396K IG | 608.1K TT

99.1K IG | 106.4K TT

Turnkey Evergreen Content

Green Screen Reviews

Recipe Recreations

Taste Tests

Foodie Storytimes

Skits & Scenarios

This will be a good way to dimensionalize recommendations or hotspot hauls with a behavior organic to the platform

There is just enough space here for several lines of text. Make sure you get your message across clearly yet concisely.

Building on the tradition os Mukbangs, taste tests have been one of the foodie communities biggest phenomena.

This content can help us connect to our audience in a way that’s refreshing an unexpected by pairing good food with juicy conversation.

This will be a great way to drive engagement by inviting the audience to contribute to conversations they are already having organically.

Taste Tests Building on the tradition of Mukbangs, taste tests have been one of the foodie communities biggest phenomenons. We'll enlist our influencers to try weird trendy combinations, unexpected toppings, and overhyped “Tik Tok made me try it” buzzfoods for our audience to enjoy.

Foodie Storytimes This content can help us connect to our audience in a way that’s refreshing an unexpected by pairing good food with juicy conversation.

Greenscreen Reviews This is a great low-lift way to repurpose existing content without sacrificing quality or value. These reviews will also be a good way to dimensionalize the traditional recommendation with real cultural commentary.

Skits & Scenarios Here we can lean into the playful side of FoodTok with insightful and relatable everyday dining scenarios. This could look like POVS, pranks, and staged comedic scenarios challenging the audience to answer the question WWYD?

Recipe Recreations This kind of try it yourself content will be useful and engaging to everyday amatuer home-chefs looking for new exciting recipes they can feel confident cooking. This will also be a perfect way to weave in delicious beauty shots of the food in a meaningful way.

Tik Tok QVC We’ll leverage our Tik Tok Shop to support growing Black-owned cpg, kitchen, and cookware businesses. We’ll provide our platform for BOB to premiere, promote, and provide demonstrations of the their products. We’ll also use our influencer partnerships to create scheduled shoppable live and organic in-feed content featuring the products in inventive way challenges. Reference 1 Reference 2

BRANDED BOH & FOODIE EXPERIENCES

CHANNEL CALL OUTS We’ll use Twitter as a place to integrate ourselves into the hot topics of today’s food culture and drive discussion on what’s yet to be said. This is a place to engage in popular debates, ask questions, and make space for our audience to engage each other on food theory.

EVERGREEN CONVERSATION STARTERS

Questions For The Culture Everyone knows Twitter is the place for great debates. We’ll enlist Black food historians and cultural commentators to pose questions for the culture surrounding tropical food-focused conversations.

INSTAGRAM

FOODIE EXPERIENCES

CHANNEL CALL OUTS Facebook is a vibrant hub for foodie fandom. Local restaurants and restaurateurs connect with their audiences here. We can use our platform to bring all of those pockets of support to one place.

EVERGREEN CONVERSATION STARTERS Dig In Digest Talk Series Here we can create cross-channel consistency by building on our in-feed content with longer discussions. We can have a fixed host and rotating cast of guests join our table to dig in to the heartiest food culture discourse.

What Can’t We Cook The idea of what a Black chef is capable of has evolved over the last few years as Black chefs have ventured into new spaces. We’ll spotlight a few innovative chef’s pioneer=ring in culinary spaces with little Black representation.

The Wine Down We can work with self-titled street sommelier Jermaine Stone to uncover and explore the country’s Black-owned wineries and vineyards.

FOODIE EXPERIENCES

CHANNEL CALL OUTS On YT we’ll lean into longer form editorial and episodic content with a focus on human storytelling. Our aesthetic here will be more elevated and sleek reflecting the richness of the to life the people, places, and plates we’ll feature. This is where we’ll add depth to the conversations we ignite on our other channels and deliver on our core pillars. The channel should feel like the after hours spot you go to for reliably delicious comfort food. We’ll feed our audience content that’s as nourishing as it is fun to watch.

EVERGREEN LONGFORM & EPISODIC SERIES Getting To The Root Black culture has been at the root of so many great American food traditions but that lineage isn’t as often discussed. We can retrace recent culinary innovations that were spearheaded and p/or popularized by Black tastemakers.

Everyone’s A Critic Being a critic is often seen as a lack of participation, but in food-culture critics are guardians of the artforml. We’ll work with new age foodies of today to examine what modern food journalism and reviewing should look like through the first ever critic competition.

INFLUENCER

BRANDED

🍴JOURNEYS

󰟖󰞕 BOH

🔓 EXPERIENCES

This content will be a peek behind the curtain for the observers who are intrigued by the process and a resource guide for those making the magic happen. Restauranteurs and foodies alike will benefit from the edutainment-style approach.

Our experiences will be our biggest opportunity to delivery on our core mission to celebrate end uplift Black food culture. Here we’ll cultivate important conversations and curate the most exciting culinary adventures. for our audience

JOURNEYS

DIG IN AFTER DARK

A LATE-NIGHT SEARCH FOR THE BEST AFTER HOURS EATERIES

This foud tourism series will feature a consitent host on the hunt for the best late-night east in a different city every episode. In each city our host will be hit underground local favorites sourced by real recommendations fron our audience.

DIG IN DATE NIGHT A RESTAURANT GUIDE FOR ROMANCE HUNGRY FOODIES Date night is one of the ultimate foodie passtimes but the process of picking the right place and pressure to plan the perfect evening can kill the vibe.

Our Date Night series will follow real couples as they unconver and rate new restaurants fit for a romantic evening. The series will also tackle some of the biggest dos, dont’s, and debates from the perspective of real couples.

STORIES

STAR STRUCK

A DOCUSERIES FOLLOWING ONE RESTAURANTS ROAD TO THEIR FIRST MICHELIN STAR To truly “dig in” is to not just enjoy but savor what’s being served. It means setting aside table manners to really sink your teeth in. It’s a show of respect for the love and labor that was poured into your meal.

For us, it’s a call for carefree, unapologetic, indulgence in celebration of Black food culutre.

DIG IN DRIVE THRU

AN INTERVIEW SERIES FEATURING THE OWNERS OF TODAY’S BIGGEST BLACK OWN FOOD CHAINS.

We’ll tap into this budding industry of Black-owned chains and QSRs to get an inside look from the owners on what it’s like to run a food business. The “interviews” will be conducted in a carpool karaoke -style format as the talent and host drive through a branded Dig-In Drive Thru.

EXPERIENCES

SETTING THE TABLE WITH SOLANGE

AN EXPLORATION OF MODERN TABLE SETTING & THE NEW BLACK HOME AESTHETIC In this short-form talk series Solange will demonstrates the art of table setting for different dining spaces, using products from her Saint Heron line. In each episode Solange will host a new guest at the finished table to discuss the new Black home aesthetic. Her guests will be tastemakers in the modern home and design space like Neffi Walker and Sean Brown.

WORTH THE WAIT FT. KEITH LEE

A PRANK REALITY SERIES SATIRIZING “HOT SPOT” RESTAURANT CULTURE We’ll turn Keith’s recent controversy on it’s head by poking fun at the culture of dining at hot spot restaurants by hosting a series of fake restaurant openings. Each episode Keith will prank a lucky fan, capturing their reactions as they go to extreme heights to get a seat at the (fake) new hottest restaurant in town.

TRY THIS AT HOME TOURING AMERICA’S BEST HOME RESTAURANTS Home-based restaurants are on of the biggest traditions in Black-owned food. In this series will travel to kitchens, backyards, and patios across the country to see the modern state of the in-house eatery.

Each episode will also feature a tutorial from the highlighted chef that the audience can recreate using ingredients and tools in their own kitchens.

FEEDING THE MOVEMENT

A LOOK AT THE CULTURAL FOOD JUSTICE MOVEMENT Food take on a larger meaning when it comes to community and wellness. Will look at the leaders who are driving the food justice movement through initiatives like urban farming, mutual aid, and resource redistribution.

TABLE MANNERS

EXAMINING GLOBAL UNDERSTANDINGS OF ETIQUETTE This series will be a global exploration of etiquette in Black traditions all over the world. Our goal will be to redefine what we consider “”good table manners” by showing what they look like at di fferent kinds of tables.

In this series we’ll also subvert the images typically associates with fine dining by elevating the underrepresented customs at tables from the Black diaspora.

BLESS THE HANDS A DEEP DIVE INTO THE LONG STANDING RELATIONSHIP BETWEEN FOOD & SPIRITUALITY In the Black community food has always had a spiritual element whether it be the connection to the land, a prayer said at the table, or the significance of the ingredients. We’ll use this series to document the soulful origins of Black food traditions around the world.

KNOCK TWICE

A FEAUXSTALGIC HOMAGE TO THE UNDERGROUND NIGHTLIFE SCENE

The roaring 1920s gave birth to Jazz and an entire culture to go with it. We’ll look at the evolution of underground music and nightlife in the tradition of the old school speak easy.

CUTLERY EXHIBIT

AN HOMAGE TO CULTERY FOLK ART As an extention of our exploratipn of table settings andmanners we’ll host an irl exhibit that celebrates folk art annd carpentry tdemonstrated through unique cutlery and glassware.

CHANNEL EXPANSION EDITORIAL HUB + NEWSLETTER

EPISODIC PODCAST

THREADS PRESENCE

SPILL PARTNERSHIP

THE EXPERIENCE

EXPERIENCES