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Lights, camera … action!

by Holly Crosby Holly Crosby


  • Posted on Friday 6th December, 2019

A creative day out of the office is always a recipe for excitement – so you can imagine our enthusiasm when we had the chance to create five brand-new recipe videos for an all-new veg: Burgundy Broccoli!

Having previously completed some inspirational recipe content creation for other clients, such as Yes Peas! and Yorkshire Wensleydale Cheese, this was an opportunity for Hatch to return to our beloved cookery school set to launch brand-new Burgundy Broccoli to UK consumers.

One of our first responsibilities was to develop press office assets, so that we were armed with vibrant recipe content to pitch to the media alongside press materials.

To meet the brief, our approach was strategic in order to integrate key elements of Burgundy Broccoli consistently throughout the portfolio of recipes we were developing. This included featuring the purple colour of the product, as well as demonstrating the versatility of Burgundy Broccoli within different types of recipes, all while highlighting the USP of this new and unique broccoli variety – it’s so tender, you can cook and eat it whole, meaning there’s less waste than your typical broccoli varieties. Now, that’s what we like to hear!

To capture Burgundy Broccoli in action, we brought in experienced videographer and photographer, Simon Kirk – snapping both videos and imagery.

When carefully selecting the five tasty recipes, it was important for us to consider various meal occasions which are relevant for numerous target audiences – from brunch, both simple and fancier side dishes, to sharing plates and summer salads – also making a variety of meat, vegetarian and vegan options.

It was time to get cooking and bring the Burgundy Broccoli recipes to life! Whilst being there on set we could experience the amazing sights, smells and sounds and in order to convey this throughout the content series, it was fundamental that every step was captured on camera to feed into the edits. Time was also an important factor because the videos have to be short and snappy in order to engage a social media audience, particularly with tutorial-type videos lending themselves to ‘shareability’ among viewers.

With a bank of fantastic video and imagery collected from filming, the final step was working with Simon to go through the editing. It was great to see a strong content marketing piece complete, with five recipe videos to show for it and a portfolio of product and recipe images to support all our Burgundy Broccoli work going forward.

When your working day is based at a cookery school (and you get to sample the delicious food masterpieces that are professionally made) you know it’s gonna be a good one! If you’d like to try a recipe, they are available at www.burgundybroccoli.com and to see what BBC Good Food has to say click here.

Safe to say, ‘that’s a wrap!’. Who knows what tasty food or drink is next on the menu…


Could Hatch give you a hand in redeveloping those all-important recipe assets? We’d love to help! Give us a call on 0113 361 3600 or hello@hatchpr.co.uk. We’ll even do the washing up.