Connect with us

Media

This Granola Brand Is A Social Media Sensation – Forbes

Published

 on


To say that advertising executive Tom Bannister likes granola is a massive understatement. What began as a casual appreciation for the breakfast cereal became a “true love” (his words!) over the years. Whenever he traveled with his wife Eva Chen, they’d always make a point to sample the local granola. “I’ve had granola from Tokyo to Detroit and everywhere in between,” Bannister said. Chen, the director of fashion partnerships at Instagram and a fashion influencer in her own right, would film ironic TED Talk-style Instagram stories of him critiquing granola.

Unable to find the perfect granola (and with extra time on his hands because of a global pandemic), Bannister began to make his own with the “help” of his three kids and Tom’s Perfect 10 was born. When he first launched the subscription-based Flavor of the Month granola club, it had a waitlist of more than 17,000 people and became known as the “Birkin of Granolas.” Beyond launching a new flavor every month, the brand is unique in that it includes a scorecard for customers to rate the granola out of 10 across six categories which include taste and creativity. Once monthly flavors are sold out, they’re gone forever, but exceptional flavors that earn a perfect 10 rating become permanent and will always be available for purchase. “I’ve been overwhelmed by the responses, advice and general encouragement I’ve gotten from followers on IG on this granola-making journey,” Bannister said. Since the brand first launched in October 2020, more than 50,000 orders have been fulfilled—which is about 15 tons of granola.

To date there have been 20 flavors of Tom’s Perfect 10 granola, the newest of which is Island Acai. Only three flavors have achieved a perfect 10 rating: Ginger Zing, Classic and Golden Apple Cider, though Bannister notes that Black and White Matcha came very close. Other past flavors include Blueberry Lemon, Chocolate Peppermint (his wife’s favorite), Horchata Fig, Blackberry Chai, Flaming Chocolate, Piña Colada, Mangonada, Last Tango (a tangy mix of strawberry, kiwi and balsamic vinegar), Salted Caramel, Black Forest, Smoky Chocolate, Tea My Dear (bergamot, dried lemon and yogurt) and Chai Colada.

“I find inspiration everywhere,” Bannister said. “Tea My Dear was inspired by Sting’s song Englishman in New York, walking around New York and perusing local tea shops. I try to make my flavors seasonal; this July’s flavor was Chai Colada and last July we did Mangonada. I like to use unique ingredients and spices and try to surprise my audience with unusual pairings and flavor combinations. Sometimes it works, and other times it’s a little too experimental for people’s taste.”

I had the opportunity to connect with Bannister and chat about all things granola and Tom’s Perfect 10. I’ll let him take it away from here.

Abigail Abesamis Demarest: Talk to me about the brand name, and your obsession with “perfect” granola flavors.

Tom Bannister: We felt the name Tom’s Perfect 10 captured the story behind the brand. It’s a nod to the granola TOMtalks I used to do, which would always end with a score. My wife and I are both storytellers. Eva is a children’s book writer and former fashion editor and I am a producer. We have spent most of our careers in the creative arts so we very much see brands, products and the world through the prism of stories. I believe there is a perfect granola out there for everybody!

The heart of the brand is the story of my journey to discovering that perfect granola and inviting people along for the ride. But I also think the brand is about being imperfect. I am not a great cook. I learned to do this in public out of my comfort zone, so in many ways Tom’s Perfect 10 is about being okay with being imperfect. It has taken me a long time to learn to be comfortable with being imperfect and unmanicured on the very public forum of Instagram.

Demarest: What is the R&D process like? How far ahead do flavors need to be finalized?

Bannister: Sometimes it’s easy and I nail the recipe the first time around (Piña Colada was an example of one). Other times I might find myself making the recipe 20 times until I get it right (like Baby Blue, a flavor I made in honor of my son River’s birth). There are also other factors at play, such as availability of ingredients in bulk and preparation time. My wife and I once personally zested 300 lemons—never again! My wife Eva always tells me not to overthink things. Sometimes you can get attached to an idea. For example, I’ve always wanted to make a granola inspired by a Dark ‘n’ Stormy but I just can’t quite get the flavors of that cocktail to work as a granola. I’ll also be totally honest—I’ve also had one or two flops. I did a Smoky Chocolate flavor that was polarizing (some people love a savory chocolate, others don’t love a smoky vibe) and a recipe I did last summer called Last Tango with strawberries and balsamic vinegar wasn’t as popular. The nature of the feedback loop and scorecard process has allowed me to improve my granola-making skills way faster.

At any given point I’m refining two or three different flavors. It’s the end of July now and we’re mapped through September. As we continue the process I imagine I’ll work further out!

Demarest: To you, what makes a perfect granola?

Bannister: My “perfect” granola is less about a flavor profile and more about the texture and joy of each bite. Every bite should feel and taste unique. No one bite should be the same—almost like a little mini adventure for the tastebuds. I’ve tried to capture that feeling in the marketing and storytelling around our ‘Classic’ flavor. I view Classic as almost an all-American road trip of taste and close to what most would consider “perfect.” It’s wholesome but still slightly adventurous with chocolate, cherries and golden raisins. There’s also a touch of cinnamon, which lends a dash of mystique.

Demarest: What’s your favorite way to enjoy granola?

Bannister: I’m a granola purist and tend to eat it on its own, by the handful. I can’t lie, our apartment has a fine dusting of granola crumbs on the floor at any given point but I chalk that up to testing the product frequently.

Demarest: What’s next for Tom’s Perfect 10?

Bannister: I’m not a world domination kind of guy—I just love creating things that people enjoy. We’re beginning to think about retail partnerships but in a similarly organic fashion to how we launched. We want to start small and make decisions based on what feels right for the heart of the brand. We have some fun collaborations with similarly minded brands coming in the fall as well. And we have our first holiday launch coming up! This journey has been so unexpected for us and truly so fun and rewarding. I never thought I’d be flexing my granola obsession into an actual product that thousands of people are enjoying.

Adblock test (Why?)



Source link

Continue Reading

Media

Communications and Social Media Specialist – Quill & Quire

Published

 on


Orca Book Publishers


Published: September 23, 2022

Date Posted

Description

Orca Book Publishers is a successful, growing, independent Canadian children’s book publisher. With over 1200 active titles in print and digital formats and 90 new titles/year, we have a vibrant, well-respected publishing program. We are looking for a professional, motivated person to join our marketing team. The ideal candidate will bring a passion for books, strong organizational skills and a willingness to work with an amazing team. Our preference is for someone who can work in in our office in Victoria, BC, although we will consider an applicant from outside of Victoria.

Duties and Responsibilities:

Overview: Promote Orca titles, authors and brand online through a cohesive and organized presence across newsletters, social media platforms and blog. Create and manage campaigns collaboratively with the marketing and sales teams, including writing online and print copy for a variety of audiences.

  • Manage a comprehensive newsletter schedule with multiple content creators and audiences, such as authors, booksellers, teachers, librarians and wholesalers.
  • Write and lay out newsletter content in collaboration with the marketing and sales teams. Deploy and track newsletters according to the schedule.
  • Create and schedule for Orca’s social media accounts, including maintaining a calendar of all posts and ongoing campaigns.
  • Monitor social media channels to engage with the public and respond to questions. Support our authors’ social media presences and promote their events.
  • Seek out ways to optimize our online engagement via creative content, targeted ads and industry partnerships. Administer a monthly social media advertising budget. Build and maintain a list of influencer contacts.
  • Provide regular reporting and analysis on social media and newsletter campaigns.
  • Work with the design team to create assets for newsletters, social media and other marketing promotional materials.
  • Craft and revise press releases, pitches, letters, taglines and other marketing copy as needed, including working on metadata and book cover copy.
  • Maintain a list of media contacts and disseminate press releases.
  • Oversee the Orca blog: create content, write posts, interview authors and promote on social media.
  • Produce and edit promotional video content: author interviews, book trailers and other videos as needed. Manage Orca’s YouTube channel.
  • Attend and assist in the execution of local Orca events.

Qualifications:

  • Background and education in Writing, Communications, English, Journalism, Marketing and/or Publishing. Publicity experience is an asset.
  • Exceptional writing skills; ability to modify writing tone to the audience. Copyediting and proofreading skills are an asset.
  • Expert knowledge of contemporary social media, especially Facebook, Twitter, Instagram, Tiktok, Pinterest and LinkedIn. Ability to understand the different audiences for each. Experience with social media advertising is a plus.
  • Highly efficient and organized; proven leadership and project-tracking skills along with the ability to multi-task and prioritize work across many projects at once.
  • Keen interest in the Canadian children’s book publishing industry.
  • Ability to work independently, with excellent time-management skills and attention to detail.
  • Ability to collaborate with a team and contribute to a supportive environment.
  • Proficiency in MS Office, Adobe Acrobat, Google Drive and other general office software.
  • Experience with project management software like Asana, social media management software like Hootsuite, or email programs like Constant Contact or MailChimp is an asset.
  • Understanding of basic design principles with an eye for beautiful, effective and eye-catching design. Ability to create visual content for social media using software like Canva is an asset.
  • Enjoy working with people and other animals in an office environment.

Orca Book Publishers is an inclusive employer with a passion for books that matter. We are strongly committed to diversity within our community and especially welcome applicants who may contribute to the further diversification of ideas.

We are also committed to ensuring that young readers see themselves reflected in the books they read. We aim to produce books that illuminate the experiences of people of all ethnicities, people with disabilities and people who identify as LGBTQ+. We have a particular interest in publishing books that celebrate the lives of Indigenous people. Our fiction includes characters from diverse backgrounds and unique family structures, and our global nonfiction celebrates the variety of ways people live and educates readers about important issues. Providing young people with exposure to diversity and the opportunity for social change through reading creates a more compassionate world. We encourage applicants to learn more about us at www.orcabook.com.

We strive to make our recruitment, assessment and selection processes as accessible as possible. If you require any accommodations at any point during the application and hiring process, please contact jobs@orcabook.com. All qualified candidates are encouraged to apply; however, Canadians and permanent residents will be given priority. We offer a competitive salary and benefits package.

Please send resume and cover letter by October 7, 2022, to jobs@orcabook.com. We thank all who apply; only those candidates who are shortlisted will be contacted.

Adblock test (Why?)



Source link

Continue Reading

Media

Which team may surprise people in the NCHC, key takeaways from media day, key conference players to watch – The Rink Live

Published

 on


Now that the dust has settled from NCHC Media Day, The Rink Live takes an in depth look at the conference with its podcast with reporters Matt Wellens, Brad Schlossman, Jess Myers, Mick Hatten and Joe Paisley. Wellens covers Minnesota Duluth hockey, Schlossman covers the University of North Dakota, Paisley covers Colorado College and Myers interviewed two representatives from every NCHC team at media day. The group covered a variety of topics including their big takeaways from media day, which team may surprise some people in the conference race, key players throughout the league and more on this episode of The Rink Live podcast.

[embedded content]

2022 NCHC Media Day

Scenes from the 2022 NCHC Media Day on Sept. 22, 2022, at Xcel Energy Center in St. Paul, MN

Jim Rosvold / The Rink Live

TIME STAMPS

Biggest takeaways from Media Day:
2:30 Mick Hatten: The big turnover in personnel within the league

3:40 Brad Schlossman: Key items in commissioner Heather Weems’ address to the media

ADVERTISEMENT

5:00 Matt Wellens: Key items in commissioner Heather Weems’ address to the media, how the conference looked at other online streaming platforms

7:10 Jess Myers: How financially sound the conference is and why, Brad on how the NCHC absorbed the pandemic

10:10 Joe Paisley: The benefits of being a single-sport league, one year of operating budget in the bank

Biggest impact players on the team you cover:
12:15 Brad Schlossman: North Dakota’s Riese Gaber

13:35 Joe Paisley: Colorado College’s Kaidan Mbereko, Brett Chorske, Gleb Veremyev, Cade Ahrenholz and Hunter McKown

15:24 Mick Hatten: SCSU’s top line of Jami Krannila, Zach Okabe and Veeti Miettinen, D Jack Peart

17:25 Matt Wellens: UMD’s Blake Biondi, Dominic James, Derek Daschke

20:15 Miami’s good power play in a tough season in 2021-22

ADVERTISEMENT

22:25 Jess Myers transfers: North Dakota goalie Drew DeRidder, Denver forward Tristan Broz

24:10 Mick Hatten: Western Michigan F Jack Perbix

25:15 Brad Schlossman: Omaha’s Tyler Weiss, Joaquim Lemay, Jacob Guevin; Western Michigan’s Carter Berger, Zak Galambos

Brad Schlossman Memorial Question: Who will be this season’s NCHC surprise team?
28:00 Why St. Cloud State is a team to watch

35:50 Why Colorado College is a team to watch

Adblock test (Why?)



Source link

Continue Reading

Media

3 Burning questions for Milwaukee Bucks media day – Behind the Buck Pass

Published

 on


Milwaukee Bucks: Jordan Nwora

MIAMI, FLORIDA – OCTOBER 21 (Photo by Michael Reaves/Getty Images)

It has been reported by Marc Stein that the Milwaukee Bucks will hold their media day this Sunday, one day after the Milwaukee Bucks are allowed to begin training camp to begin their preparations for their games in Abu Dhabi against the Atlanta Hawks. Sunday may be the day we get a formal introduction of DeMarre Carroll to the coaching staff.

We have some questions that we hope can be answered by Jon Horst, Mike Budenholzer and potentially the players involved about the upcoming 2022-23 NBA season.

Burning questions for Milwaukee Bucks media day: What is the plan with Jordan Nwora?

We looked at this situation recently and it is very confusing wondering why there hasn’t been any action on this front. Why hasn’t there been a report on whether or not Jordan Nwora will accept his qualifying offer, an offer that was extended to him months ago?

This will certainly be a question that can only be answered by General Manager Jon Horst or by Jordan Nwora himself. However, with October 1st being just over a week away and that being the deadline (unless the Bucks file for an extension) for the qualifying offer the Milwaukee Bucks extended to Nwora to expire, we should expect answers soon.

The Milwaukee Bucks have been active in making calls on players potentially available for trade, having been confirmed to have checked in on Kevin Durant and Jordan Clarkson. While neither of those players have been traded, having a $2 million salary available to add to a deal could certainly help balance out salaries. Asking Jon Horst about the Bucks being active in any ongoing trade talks could also certainly be another burning question for Sunday.

<!—->

Adblock test (Why?)



Source link

Continue Reading

Trending