Modernist Cuisine


Brand awareness and customer support via strategic social media inniatives.


Project Overview

During my time with the Modernist Cuisine team, I ran our Facebook, Twitter, and Pinterest accounts.


Problem Statement

The first printing of Modernist Cuisine sold out before it was published, thanks in part to a loyal and enthusiastic initial customer base. Immediately the book went back to press, and during this time, they sought to expand their customer base. By using social media, Modernist Cuisine wanted to:

  • Create brand awareness
  • Flesh out brand identity
  • Connect with chefs and food writers
  • Support their customers


Each social media platform functions different, but it can all boil down to this: connect with people and share content. I shared articles from outside media as well as our own blog posts to further communicate our brand identity. I also followed bloggers and social users in our demographic (cooking enthusiasts). I reposted their content and responded to their questions.

  • Facebook: I shared photos of famous chefs who visited our kitchen, and posted our own blog content as well as links to traditional media who featured Modernist Cuisine.
  • Twitter: I connected with food bloggers, famous chefs, and food writers. I tweeted our blog content as well as links to articles about Modernist Cuisine. I also used Twitter as a way to field customers' questions and to show our appreciation of our customers who shared pictures of their food.
  • Pinterest: I created boards to feature our recipes and articles as well as articles from other sources that featured science or Modernist techniques. I also followed food bloggers and those who had created boards on techniques such as sous vide cooking.


During my engagement I increased our followers on social media manyfold (e.g., Twitter went from 500 followers to 5,000) as well as creating goodwill from our audience. Through this, I expanded our brand awareness and identity.