PRO HOME COOKS
Brand Strategy / Identity / Business Design / E-Commerce
Helping a Youtube powerhouse own their entire customer life cycle.
Challenge
Formerly of Brother’s Green Eats, Mike Greenfield has come a long way with Pro Home Cooks in the last 5 years. In 2018 Humanfolk worked with Mike when he took over the channel completely and launched Pro Home Cooks. In 2022 Pro Home Cooks took on an ongoing relationship with Humanfolk to develop the foundations for Pro Home Cooks as brand and as a media company. The creativity of Mike and his content production paired with a team of blog writers and the newly launched e-commerce operations needed direction and strategy to unify the different verticals and launch Pro Home Cooks anew as a destination for all things home cooking.
How might we unify content, education, and products to own the customer life cycle with influencer lead e-commerce and side-step the shackles of Youtube brand deals and influencer marketing? How do we empower the influencer to own the audience and provide them value rather than the marketers who bleed audiences of value through influencers?
Solution
A new brand position moves PHC away from the edutainment space and into the realm of a lifestyle brand. PHC and Mike Greenfield are the authority on how best to invest in your cooking journey. The new identity took on an elevated position and lead with a powerful message poised to empower you to be ready for anything. The true mark of the pro home cook is to feed and nourish the ones you love while taking a life skill and making the centre of a life journey. PHC is about cultivating a deeper sense of self and wellbeing through the purposeful daily practice of home cooking.
With this rebrand came the renewal of the Youtube channel with new on-air graphics and stripped back, highly refined e-commerce strategy to strengthen the business while we continue to build the brand. Through an intense workshopping of product curation, content organization, and audience engagement strategy PHC has completely redefined what it means to be a food influencer. Where in the past Mike G. And the PHC business were dependent on brands and ad revenue to drive the business—PHC now owns the entire customer journey and controls the brand’s engagement with the audience, further solidifying the leadership the audience finds in the brand.
Results
A modular design system built to adapt across content.
3x increase in sales
20% increase in site traffic
Team
Steve Parker
Paul Wilcken
Dave Dick
Here we are again…
Scrolled all the way to the bottom. You should just book a free discovery session and save yourself some time. It’s fun. It’s strategic. It’s all about your business and our fit together. And no hard sell BS.