Joanna Moeller (Instagram: @spaghettiroots_nyc) — Joanna creates recipe‑focused food content with about 59K followers and an engaged audience of food lovers. Her content centers around making approachable dishes and sharing them in a visually appealing and story‑driven way, which fits well with Smash Kitchen’s energetic, creative food brand vibe.

My approach to engaging creators through direct messages is to be personal, respectful, and value driven rather than transactional. First, I research the creator’s content to understand their style, audience, and what makes them unique. Then I start the conversation in a natural way usually by referencing a specific post or something I genuinely liked about their content so it doesn’t feel AI or copy and pasted. Then I clearly introduce Smash Kitchen and explain why the collaboration makes sense for them, not just for the brand. I keep the tone friendly and conversational while still being professional. I also focus on building a relationship instead of just asking for a one-time promotion. For example responding quickly, keeping communication clear and easy, being open to their creative ideas, following up without being pushy, Overall, my goal is to make creators feel valued and excited to work with Smash Kitchen, so the partnership feels authentic and leads to better content.

- Okay but this looks 🔥🔥 Smash Kitchen would 100% approve — what sauce did you use ??

- We’re officially hungry now 😩 this is next-level.

- This is the kind of content we LOVE 🙌 simple, creative, and delicious. Keep it coming!