Behind the scenes cookie development from @kathrynlturner

The Director of Product Development at M&S, Kathryn Turner, gives viewers a behind-the-scenes tour of the company's culinary center. She introduces Harry, the expert behind the brand's popular cookies, and engages him in a conversation about the quality control process, the two-year development of their best-selling milk chocolate cookie, and his personal favorite flavors, while also announcing future product release dates.

Creator: @kathrynlturner on TikTok

Video format

Vlog

Video outline

  1. Grant exclusive access
  2. Introduce the expert
  3. Reveal an origin story
  4. Tease future developments

Hook overview

An authority figure directly addresses the audience, promising exclusive, 'behind-the-scenes' access based on viewer demand, creating a sense of privilege.

Verbal hook

Hi. I'm Catherine, director of product development at M and S, and you've asked to come behind the scenes.

Visual hook

A woman walks directly towards the camera down a well-lit office hallway, creating a sense of movement and personal invitation.

Hook strategies

  1. credibility
  2. secrets-shortcuts

Payoff

The host and expert engage with the product in a final, satisfying action, reinforcing the date of the next major release as a clear call to action.

Narrative framework

The Expert Reveal

Narrative framework logic

A host with authority takes the viewer 'behind the scenes' to meet the expert responsible for a beloved product, uncovering a compelling origin story and teasing future developments.

Narrative framework breakdown

  • frameworkName: The Expert Reveal
  • frameworkType: Standard Narrative
  • coreLogic: A host with authority takes the viewer 'behind the scenes' to meet the expert responsible for a beloved product, uncovering a compelling origin story and teasing future developments.
  • confidence: 95
  • pendingStatus: created

Topics: Product Development, Food, Cooking

Concepts: Behind The Scenes, Hype Handoff, Ask an Expert

Formats: Vlog

Account types: Brand, Personal Brand

Transcript excerpt

Hi. I'm Catherine, director of product development at M and S, and you've asked to come behind the scenes. So let's go into our culinary center. Oh my goodness. I smell cookies, which only means one thing. So this is one of our test kitchens, and he is tier, Harry from cookies. Harry from cookies. How are you, Catherine? I'm alright. What are you up to? We're just doing some quality checking, Catherine. We're just making sure that all of our cookies that are baked in store look absolutely perfect all day. Well, I thought everybody would probably like to meet you because there's a lot of love for your cookies. We sell a lot of cookies, Catherine. Today, we're just we're just quality inspecting. Like, we always look after our quality, Catherine. So we're just making sure we're happy with what's going into tier, and we're gonna have a taste test of our custard cream chunks loaded cookie. Fantastic. But tell everybody, what was the hardest cookie to develop? The hardest cookie, Catherine, was our milk chocolate cookie. My favorite. It is the absolute favorite. It's like how do you make the OG cookie. It took us two years. I know. I remember Harry. Yes. Yes. Better Harry. Quicker Harry.

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