BRAND STRATEGY
FOR KENG’S KITCHEN
Keng’s Kitchen is an educational culinary platform that explores the spectacular cuisine of 240 Cameroonian tribes. But before it was what it is today, it was simply a dream Keng’s Kitchen Founder, Dr. Sylvia Dasi, wanted to make a reality. In 2019, she decided it was finally time to launch her brand. Through the Ideation process and the development of Keng’s Kitchen’s small business Marketing Strategy, we made it a point to discover the unique problems her niche market faced. Our goal was to create content strategically designed to position her brand not as any solution, but the solution, to any West African culinary questions. By producing creative content that consistently addresses the specific pain points of her audience, we’ve been able to build trust between Keng’s Kitchen and her audience. With not one dime spent on Ads, Keng’s Kitchen has been able to grow a steady audience that is fully engaged with her platform. Check out how we designed Keng’s Kitchen content to solve her audience’s most pressing Cameroonian culinary challenges.
Keng’s Kitchen
CLIENT
Brand Consultation
Brand Strategy
Creative Development
Copywriting
Content Development
Production
Post Production
SERVICES
PROBLEM 1: Cooking Cameroonian Food Is Hard To Follow
Many traditional Cameroonian recipes do not have explicit measurements or written instructions. A lot of the Cameroonian cuisine culture is handed down from family to family. However, we know that everyone learns to cook differently and some of us don’t have the gift of being able to instinctively guess ingredient measurements. For Keng’s Kitchen’s Millennial Cameroonian Afropolitan audience, this was a major pain point as they desired to cook Cameroonian foods that connected them to their culture but were discouraged by the difficulty in learning how to cook it.
SOLUTION
To address this pain point, we made sure that all of Keng’s Kitchen’s Recipe content was completely foolproof. We equip each recipe not only with video tutorials but with written instructions as well as photos visualizing the cooking process step-by-step. Before each recipe is posted, we test it on different members within Keng’s Kitchen’s audience (of various cooking levels and expertise) to evaluate the clarity of the instructions. Even if the recipe needs to go as far as including a diagram, we’ve done so because we knew that being able to relieve Keng’s Kitchen’s audience from the fear of failing would set Keng’s Kitchen up to be a very valuable platform in their eyes. (And we’re happy to say it has!)
PROBLEM 2: Cameroonian Food Is Time Consuming
Keng’s Kitchen has a Millennial Cameroonian Afropolitan audience. With the demanding lifestyle of the metropolitan worlds they live in, this audience favors convenience over everything. Therefore, even though they enjoyed their Cameroonian meals, many of these dishes are just too time-consuming.
SOLUTION
We fortified Keng’s Kitchens recipes with a “Kitchen Tools Suggestions” section that showcases how she used advancements in modern cooking technology to make her cooking process less time-consuming and more efficient. We also created visual content that highlighted her prepping process for various recipes as well as the unique cooking techniques she uses for certain Cameroonian dishes. From the grocery shopping process to the cooking process, we made sure that K.K’s content was full of tips and tricks that helped minimize the time it took to cook the delicious Cameroonian dishes her audience enjoys the most.
PROBLEM 3: The Lack of Culinary Knowledge
Because most of Cameroonian culinary knowledge is passed down orally, it can be hard to get a hold of tangible information. This is especially true if you no longer live on the continent and may lack direct access to Cameroonian. Therefore, identifying Cameroonian ingredients is very difficult for many of those who did not acquire the knowledge orally. Finally, the few resources that do record some of Cameroon’s culinary facts are either not easily accessible or are written in French or Dutch.
SOLUTION
We proposed the idea of an Ingredient Glossary for K.K. We wanted to use Ingredient Glossary as an opportunity to position Sylvia as an expert and thought leader in her industry (by celebrating her scientific background), as a major differentiator amongst her competitors, and also as a solution for her audience by providing content that took out the guessing factor and made this culinary knowledge easily understandable and accessible.
Country Onion (Afrostyrax lepidophyllus)
Country Onion, also known as ‘bush onion’, ‘kontry onion’, ‘shirum’, and ‘Mruu’ is a very popular spice in Central Africa and West Africa. It has ethnopharmacological significance in some Cameroonian tribes and is used as a spice in significant traditional dishes such as Ekwang.
Related Recipes: Ekwang.
CONTENT THAT STANDS OUT
We look forward to continuing working with Keng’s Kitchen to consistently bring their vision to fruition. Check out Keng’s Kitchen on the various platforms below to view more of our content work for this amazing brand.
