@kathrynlturner
TikTok · Vlog
@kathrynlturner Meet Harry from Cookies! From our Milk Chocolate to our Gingerbread and White Chocolate, our Cookies are one of a Kind, and it’s all down to our very own Harry from Cookies! #mands #productdevelopment #marksandspencersfood #kathrynturner #kathrynsigneditoff
Performance
Video #30403 · Vlog
[01]
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.
[02]
[03]
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[05]
What stops the scroll in the first 3 seconds
Verbal hook · 35%
Hi. I'm Catherine, director of product development at M and S, and you've asked to come behind the scenes.
Visual hook · 65%
A woman walks directly towards the camera down a well-lit office hallway, creating a sense of movement and personal invitation.
[06]
Steal this for your own video
A at walks you straight into .
[07]
The promise the opener makes, and how the video pays it back
Hook
An authority figure directly addresses the audience, promising exclusive, 'behind-the-scenes' access based on viewer demand, creating a sense of privilege.
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.
[08]
The structural pattern this video runs on
Framework
The Expert Reveal
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.
The Sensory Trail
The host moves through a physical space, using a sensory cue (e.g., a smell) to build anticipation for the destination and the subject of the video.
The Character Reveal
The expert behind the product is introduced by name and title, putting a human face to the creation process.
The Authority Showcase
The expert is shown in their element, briefly explaining their current task to establish their expertise and the high standards involved.
The Insider Inquiry
The host asks a specific, non-obvious question designed to elicit a compelling piece of insider information or a backstory (e.g., 'What was the hardest to develop?').
The Origin Story
The expert reveals a surprising or challenging story behind the creation of a well-known product, highlighting the time and effort involved to add perceived value.
The Expert's Pick
The host asks for the expert's personal favorite, adding a layer of relatable, opinion-based information.
The Forward Hook
The conversation shifts to the future, teasing an upcoming release or event with a specific date to create forward-looking anticipation and a reason to follow.
Meet Harry from Cookies! From our Milk Chocolate to our Gingerbread and White Chocolate, our Cookies are one of a Kind, and it’s all down to our very own Harry from Cookies! #mands #productdevelopment #marksandspencersfood #kathrynturner #kathrynsigneditoff
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. Yeah. Two years, but perfection is what it's all about. Six days training on chocolate to understand the perfect recipe to tier chocolate, then into the cookie, then how to manufacture the good. It's our number one selling cookie. What's your other oh, your oven's ready. Better than the OG Oven? What has been your favorite flavor so far? Catherine, my favorite flavor is the gingerbread and white chocolate. Is it? It's all those nostalgic flavors Yeah. And it's in one cookie, one bite, and I just absolutely love it. Brilliant. And we're bringing that back for Christmas again, aren't we? That's come that's coming back in September. Yeah. Our next cookie drops Cheers.