THE INSIDERS PROJECT for Loblaw Companies (2019)
Working as a small, nimble arm of a larger agency, my team was tasked with doing the impossible: building a content library to cross-promote the launch of the PC Insiders program from Loblaw Companies Limited.
In 10 months, we had to concept, produce, and deliver:
Seven food-related series in various formats
An original podcast
A monthly editorial slate of recipes and food writing
I managed the $1.5M project budget and was the line/agency producer for all video and photo production for the platform.
Series Development and Production
Flavour Profile
Travelling across Canada to meet the most innovative chefs changing the Canadian food landscape.
Episode 1: Nick Liu, DaiLo | Toronto
Episode 2: Corinna Mozo, La Cubana | Toronto
Episode 3: Shovik Sengupta, Maya Gohill, & Rene Bhullar, Calcutta Cricket Club | Calgary
Episode 4: Christie Peters, The Hollows | Saskatoon
Episode 5: Antonin Mousseau-Rivard, Le Mousso | Montréal
Destinations
Take a flavourful trip around Sicily and Morocco with Chef and host Reggie Milligan.
Episode 1: Sicily
Episode 2: Morocco
Bonus recipe videos:
How to make Pesto Genovese
How to make beef keftas
INSIDE
Masters of their crafts take you deeper to satisfy your curiosity and show you how it's done.
Episode 1 - How PC finds the perfect coffee bean
Episode 2 - Developing plant-based cheesecake
4 O’Clock Fix
With just one pan and a handful of ingredients, dinner is on the table in record time.
Episode 1: The Perfect Cheeseboard
Episode 2: Spinach Gnocchi
Episode 3: Quick Carrot Salad
Episode 4: Genius one-pan pasta
Episode 5: Sweet Potato and Sausage Sheet Pan Pasta
Local Eats
Take a virtual stroll through some of Canada's best neighbourhoods for eating out, grabbing a drink, and whatever else might satisfy your appetite for local cuisine.
Episode 1: Dundas West, Toronto
Episode 2: Gerrard East, Toronto
Drab to Fab with Pay Chen
Take everyday ingredients from Drab to Fab with Pay Chen's wonderfully simple, but incredibly delicious dishes.
Episode 1: Easiest Fish Tacos
Episode 2: Pina Colada Ice Cream Sandwiches
Episode 3: Red Pepper Hummus
Episode 4: Spicy Cauliflower Bites
60 Second Eats
This series showcases unique food experiences around the world through the eyes of local and travelling vloggers.
Episodes 1-3: Jamaica
PODCAST PRODUCTION
Dishcourse Podcast
We developed and released three episodes of a new podcast series: Dishcourse. It centred on conversations between chefs, industry experts, and other personalities across the Canadian food industry landscape, focusing on universal issues through a uniquely Canadian lens.
