Wilderness to Table And Sportsman’s Guide

Sportsman’s Guide partnered with Bri Van Scotter, an avid hunter, professional chef and host of the Amazon Prime series Wilderness to Table. In each episode of Wilderness to Table, Chef Bri takes the viewer on a hunt for different wild game, then shows the viewer how cook up a great dish from that day’s hunt.

Sportsman’s Guide wanted to increase its brand recognition with Bri’s female audience base. And Bri wanted to expand her audience of viewers for her Amazon Prime series. Bri’s expertise and social media following would benefit Sportsman’s Guide—and in turn, Sportsman’s Guide would give her more exposure to a different audience, plus offer a platform to sell her cookbook. It was a winning combination.

Landing Page: Phase 1 Launch

The first landing page offered background info on Bri and explained the partnership between both entities. It also introduced her Amazon Prime series with a video clip for viewers to watch, and offered gear for purchase that Bri used while on the show.

Landing Page: Phase 2 Launch

Since the partnership between Bri and SG was already explained in the landing page phase 1, the re-launch landing page required fewer details. You can view the phase 2 landing page here: View Live Link

Phase 3: Streaming Episode Blurbs

This content showcased each episode (seven total), along with an episode summary. In order to write these summaries, I first researched what was written on the Wilderness to Table website. Then I viewed each episode while meticulously taking notes, highlighting anything that stood out. I then rewrote the descriptions, ensuring I was using the correct names for species (e.g. Axis Deer) and the correct culinary verbs and dish names. I also livened up the original descriptions using more action words.

You can compare the original descriptions found on the Wilderness to Table website with my rewrites in the “Episode and Gear Guide” image below.

W2T Episode Descriptions Before The Rewrite

Episode 1: A Garden Over Your Treestand	In this episode, Chef Bri goes on a hunt for Axis Deer and then prepares a Seared Axis Deer Carpaccio with Arugula, Capers, and shaved Parmesan. Bri wraps the episode up with her take on a Shrimp & Shishito Pepper Taco recipe.
Episode 2: Ropin’ Gators and for Korean BBQ	In this episode, Chef Bri gets a chance to go on an airboat looking for gators. Then she prepares Korean BBQ Alligator with Ginger Sesame Rice. To wrap things up, Bri puts together a Buffalo Alligator Taco recipe.
Episode 3: Swamp Bacon	In this episode, Chef Bri goes off on a hunt for hog in a way she did not expect. When Bri gets back to camp, she cooks up her take on Wild Boar Porchetta with salt and vinegar potatoes on the side. Then to wrap things up, Bri puts together a Chipotle Pineapple Axis Deer Taco recipe.
Episode 4: Stag Party	In this episode, Chef Bri goes on a hunt for Red Stag. When Bri gets back to camp, she grinds up red stag meat to create a red stag burger with bacon jam and cheese. Then to wrap things up, Bri puts together a Moroccan Stag Taco recipe.
Episode 5: Dan Dan Ram	In this episode, Chef Bri goes on a long day of hunting for a ram. The next morning, Bri puts together a Ram Spicy Dan Dan Noodles dish. Then to wrap things up, Bri creates a Dan Dan Taco recipe.
Episode 6: Squirrel!	In this episode, Chef Bri goes on the hunt for squirrels and takes her shot at quail. After the hunt, Bri puts together a Buttermilk Fried Squirrel and Quail recipe. Then to wrap things up, Bri puts together a Breakfast Taco recipe.
Episode 7: Midnight Gigging for Tacos	In this episode, Chef Bri gets back on the water and goes after Tilapia. This time, she is fishing from the airboat at night using lights and a fishing gig pole. Back at the camp, Bri cooks a Cornmeal Crusted Tilapia with Mandarin Oranges, Brown Butter Sauce, Toasted Hazelnuts, and Arugula. Then to wrap things up, Bri creates a Tilapia Taco recipe.

My W2T Episode Description Rewrites

When the customer clicks on an episode, they’re allowed to stream the entire episode. Below the streaming video, customers will see the gear used in each episode—plus Bri’s recipes in a printable PDF format. You can get a better view of the copy and interactive experience using this Live Link.

Launch email

Below is the launch email sent to Sportsman’s Guide customers explaining the partnership—and showcasing the gear Bri used in the episode. The episode web banners at the bottom of the email were swapped out throughout the email journey. And each email (seven total) featured different products available for purchase.

Cookbook Cross-Sell Opportunity

Sportsman’s Guide also featured two of Bri’s cookbooks within its Catalog, which was mailed to customers near the launch of this partnership campaign. Below is a snapshot of the cookbooks with copy descriptions for each.