High On The Hog

Netflix High on the Hog: Influencer Marketing Campaign

Client: NETFLIX

High On The Hog tells the moving story of a people’s survival and triumph via the food that has knit Black people together for generations and helped define the American kitchen. To celebrate the series premiere, our agency created custom seeding kits with items curated from Black-owned businesses and creators, including a signed copy of Jessica B. Harris’ book High On The Hog, denim aprons from Mi Cocina and fresh vegetables from Better Buggy — a Black-owned produce delivery service that sources products from Black farmers and food suppliers. Kits were sent to chef influencers who all created cooking content using the box’s ingredients.

our PROJECT SCOPE

With the aim of developing an impactful digital campaign that celebrated the vibrant heritage of Black foodways and the next generation of Black culinarians, our team executed the following scope:

• Influencer marketing strategy

• Partnership development

• Seeding kit design, curation and production

• Copywriting and content direction

• Project management and talent management

“The Black culinary universe has always been about much more than just physical nourishment. Black food traditions…bless us with belonging and powerfully call us home not only to ourselves but to our ancestors and our roots. They also connect us to each other as well because our food is love.”

Dr. Jessica B. Harris, Culinarian Historian and Author of High On The Hog