One creator I would recommend is @janemukbangs on TikTok. Her food-focused, highly engaging material places a lot of attention on visually appealing, appetizing meals that work well on short-form media. Smash Kitchen's products are a good fit for her audience, which is already drawn to decadent, shareable food content.

A partnership might include a mukbang-style videos in which she uses Smash Kitchen sauces in her dish, showcasing the product in a fun and natural way. This kind of information is really entertaining and frequently sparks intense interest in the meals that are highlighted.

I would also prioritize working with micro-creators in the food and home cooking area, in addition to larger creators like her. These producers frequently have very active fan bases and produce more relatable, commonplace content, making products feel authentic and trustworthy.

My approach is to make DMs feel human, not copy-pasted. I engage with a creator’s content first, then reference something specific so it’s clear the message is personalized.

I keep the outreach short: friendly, polite and straight to the point. Especially highlighting why we love their content, why they’re a fit for Smash Kitchen, and what’s in it for them.

In addition, I prioritize developing relationships rather than just one-time deals by following up, facilitating communication, and giving creators a sense of inclusion in the brand.

We’ll take 3… for research purposes only 😌

Okay but the Smash fam has taste 👏

This is what cravings are made of 😮‍🔥🍔Who else is suddenly hungry?