Kraft Heinz is partnering with well-known culinary personality chef Edward Lee, who is joining the company as creative director, to launch a new food-centred digtial platform, What's Cooking.
Formely a print publication, the new digital platform What's Cooking is an innovation developed by Kraft Heinz' Canadian digital lab in Toronto. The new platform is designed for food creators to manage content, engage and growth their audience and collaborate with other creatives and connect more closely with home cooks.
"As a result of the pandemic, we've seen a huge number of people discovering, or re-discovering, their passion and ability to cook at home," says Diana Frost, chief growth and sustainability officer at Kraft Heinz Canada. "We're excited to engage, inspire and have some fun with consumers on this home cooking journey with our new What's Cooking platform."
In addition to a partnership with Chef Lee, What's Cooking will showcase a variety of culinary voices, allowing food creators, chefs, and home cooks to use the platform to learn new techniques, interact with a variety of new and familiar ingredients and cuisines, and seamlessly manage food content, videos, and imagery.
What's Cooking will release its initial beta phase in July 2021 as part of a larger multi-phase launch that will help creators supercharge their audiences, commercialize their content, and leverage superior technology. The platform will be promoting content exclusively from Chef Edward Lee in the beta phase while they actively source other culinary creators. Food creatives on What's Cooking will have the opportunity to work with brands like Kraft Heinz, but also showcase food content that is unique to their style, heritage, and audience.
Billing himself as equal parts "Southern soul, Asian spice, and New York attitude," Chef Edward Lee is a Brooklyn-born, Louisville-based, Korean-American Chef. He is the author of Buttermilk Graffiti and Smoke & Pickles— the former winning him a James Beard Award for culinary writing. Chef Lee has appeared on TV screens on Food Network's "Iron Chef America", "Top Chef: Texas, Season 9", an Alumni judge on "Top Chef: Portland, Season 18", and in the pages of Esquire, Bon Appetit, GQ, and Gourmet.
Visit What's Cooking at www.whatscooking.com.