Thursday, February 2, 2012

Stonewall Kitchen's Super Bowl Playbook


With all this talk around here about the “big game” on Sunday we thought it would be fun for you to see how we go from idea to execution for our emails and website photos.


We, of course are rooting for the home team, The New England Patriots but have not confirmed our plans for Sunday night, yet. It will most likely be a game-time decision, which is easily accomplished with our quick and easy options for throwing a party together in under two hours!


The Play by Play

Before you can purchase any Stonewall Kitchen items a lot of behind the scenes work must happen.


First and foremost of course, is the idea for a new product, which comes from Jim Stott and Jonathan King, owners of Stonewall Kitchen. Our test kitchen then creates several variations of the product which our tasting team evaluates. After several evaluations, to make sure we produce the best possible product, we are ready for production. A lot more goes into this of course, but we are going to jump to the recipe development.

Kim is our recipe developer. She develops the recipes which appear on the sides of some of our product jars, like our simmering sauces and she also creates recipes for each and every product which appear on our website, on recipe cards, and recipe booklets. Kim also cooks the food for all of our photo shoots and in her spare-time she teaches class in our cooking school.



To get ready for our Super Bowl themed photo shoot, Kim set up four different stations in the kitchen, and neatly organized all the ingredients based on the four different recipes she choose: Our Guacamole Spice Mix, Buffalo Wing Sauce, Three-Bean Chili using our Sloppy Joe Sauce and our Cornbread Mix.





Kim shared some quick cooking tips with us which made preparation and clean-up so much easier.




Place parchment paper in your baking pan and spray it with cooking spray before you pour your baking mix in, this allows you to simply lift the corn bread out of the pan, no need to gauge the pan while trying to cut pieces out and it also makes for a quick clean-up.


  Use a spoon to scoop out the core of a jalapeno for effortless prep.



Cut an avocado in half, remove the pit, and then cut the rest of the avocado into squares to turn an otherwise messy job into a neat and easy way for preparing guacamole.



After all the food is cooked, baked and prepared it is time to deliver it to our photo studio.


This is where Michael, our photographer, and Cynthia,our stylist, prepare the scene to be photographed. Cynthia picks the props, and positions things just right so Michael can capture the scene. Once the photos are complete, Michael sends them around for review.


Once the photo is given the “go” our web designer, Ted, creates an email using copy from our copywriter, Nina. And often Kim’s recipes are linked to the email as well.


Super Bowl email picture appearing in your in-box soon


The emails then get sent out. You can sign-up here: email sign-up if you would like to receive our bi-weekly emails.

Sometimes we use the photos for other portions of our website or for promotional materials.



Cheers!  We hope you enjoy your own Super Bowl party!

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