For nearly a year, we worked behind the scenes to bring Mark Bittman to Grub Street. As  America’s most popular cooking authority,  Bittman (author of How to Cook Everything and The Minimalist) was an integral part of the re-invention of Grub Street. In addition to his long-form articles in New York Magazine, Bittman also agreed to create a highly sharable twelve-part video series featuring recipes for classic summer side dishes, as well as recommendations for wine and food pairings. The majority of these recipes took less than fifteen minutes to prepare.

Bittman’s Kitchen came to life as New York Media’s first-ever social-first video series. We partnered with FoodKick by FreshDirect to source a number of local and seasonal ingredients that were regularly available to the consumers through FreshDirect and FoodKick.

As a mobile-first food business, FoodKick connects consumers to the freshest, tastiest finds in food, drinks, and lifestyle essentials all delivered within an hour. To reinforce the mobile-first message, this program was Grub Street’s first ever social-first video program as well as the first time product-placement was used with the Grub Street brand.