How does Hungary’s most popular online recipe and food magazine help amateur chefs stuck between the four walls? How does a gastronomic communication expert adapt to the epidemic if the genre of food PR ceases to exist? What’s the secret to popular food blogs? In the 10th episode of our series we started last year, Dóra Havas, Dávid Kárai and Kristóf Steiner will tell you. The joint campaign of Piqniq Budapest and Mastercard.
“Start with something in which you have a unique voice.”
Dóra Havas has been developing gastronomy-related content for more than a decade: we can thank her for almost a 1000 articles, at least double the amount of recipes, the publication of four books, the launching of a magazine and several TV shows. She has been continuously seeking growth, and built her brand step by step. While the blog that had started out as a simple collection of recipes turned into a content development company, Dóra has become a figure known all across the country. Her success lies in the fact that she conveys lovable content, and the world she created is colorful and appealing—just like Lila Füge.
“I couldn’t exist without cookbooks I can hold in my hands, but I can only reach my true potential in the online space.”
107 cookbooks are lined up on Dávid’s shelves in addition to the plethora of ingredients, spices as well as kitchen utensils and tools needed for content sharing. He gets a lot of inspiration from the publications containing well-photographed, good quality recipes, may it be collections of traditional or more special dishes. He gobbles up cookbooks literally: he formulates and plans his online presence based on this, and his videos and blog posts also manifest the intimate relationship he has with the recipe and the meal to be made, which is provided by flipping through the cookbook opened to choose the menu of the festive lunch. In spite of being online, his content is personal: it’s like the viewer and the reader was standing next to Dávid in the kitchen, they can taste and smell the dish in the making—not many chef bloggers or food bloggers can get on this level.
“Be a blogger if you think you can give something that is missing from this world!”
Kristóf Steiner shares in his video what being a food blogger means to him, how one can reach their full potential in it and what is the secret to being successful in the world of blogs. Whatever one sets out to do, the most important is that they do it in their own style, with an authentic voice and from their heart, with love—just like he does on the kristofkonyhaja.hu website.
Gastronomic communication specialist Judit Szauer has worked on the PR strategy, branding and events of many Hungarian food businesses. Previously she has worked in the public and gastronomic fields as a journalist, and 8 years ago she was one of the firsts to start the gastro-PR business in Hungary: one could say she was in the right place, at the right time. In addition to being the mind behind the Balatoni Gasztrotérkép and a co-founder of creative platform Csajszombat, Judit has also been teaching a practice-oriented course to MA students at the Department of Communication of the University of Szeged since 2017.
“The current situation brought immense changes in my job, too. Over the past months, I have placed a great emphasis on gastronomic content development, this is how I try to help Hungarian businesses.”
“Offer a lifebelt to people, give them inspiration and content that means tangible help.”
Nosalty is a gastronomic social platform where in addition to edited content, tried and true user recipes has formed the core since the beginning. When the editor-in-chief of the site, András Hering learned that the country was to shut down due to the epidemic in March, he immediately started to think about how they could help their users and readers in this new situation. The platform’s team instantly saw that special recipes and experience cooking will not be in the focus this time, people will rather be looking for tangible solutions with which they can keep everyday cooking effective. Therefore, they offered 30-minute recipes and meals in which one can use up the nonperishable goods piled up due to people’s fear of the epidemic.
Photography | Dávid Horpáczi
Video | Gergő Sepsi