From Kitchen Table to Published Page: The Secret Behind Bunch’s Powerful User-Generated Content
From Kitchen Table to Published Page: The Secret Behind Bunch’s Powerful User-Generated Content
When our teams ask us what makes bunch such a powerful engine for advocacy and insights, it’s easy to point to the sampling program. But the samples, while a fantastic drawcard, are not the secret ingredient. The true value – for members and suppliers alike – is the concept of community itself.
While many customers “come for the samples… but stay for the community,” this loyalty isn’t accidental. It’s the result of a deliberate strategy built on a foundation of co-created community values, which we moderate and encourage as custodians:
Be Curious
Encouraging members to ask questions, explore new ideas, and learn from one another.
Show Empathy
Fostering a compassionate, judgement-free space where members can engage with understanding.
Foster Connection
Creating opportunities for authentic, meaningful relationships that build a true sense of belonging.
Be Inviting
Maintaining an open, welcoming atmosphere where all members feel valued and included.
It is this foundation that transforms bunch from a simple feedback platform into a safe and secure space. When members feel safe, they are more willing to participate, connect, and, crucially, author their own User-Generated Content (UGC). The impact is transformative: members are inspired to go deeper in their reviews, recipes and chats, enriching their UGC to a level of authenticity and trust that often surpasses traditional branded content.
Nowhere is the quality of this member-led content more evident than in our annual bunch recipe ebook. What started in 2017 has become a beloved tradition for our members. Each year, we curate the very best, most creative recipes – all developed by ‘bunchees’ in their own kitchens – and publish them in a beautiful digital collection as a thank-you gift for their participation.
The engagement this drives is staggering. The 2024 edition achieved a remarkable 88% open rate. It has become a badge of honour to be featured, inspiring members to elevate their recipes all year long in the hopes of earning a place.
As we prepare this year’s highly anticipated ebook, we wanted to give our Curated partners a sneak peek at the incredible passion and culinary talent our members bring to the table.
Feedback from our bunchees
“I always look forward to the new release of this book each year. The best of the best and this year is no different. Thanks a bunch.”
“I’m so thrilled that my recipe has been featured in the E-book! It’s an incredible honour. A huge thank you to @bunchteam and everyone working behind the scenes. Congratulations to all the bunchees whose recipes were chosen—this is so exciting!”
“Thank you for publishing such a lovely collection of recipes by some very talented Bunchees. Congratulations also to all the Bunchees selected and thank you for sharing your recipes and a little about the recipe’s background. I am hoping some of the recipes will inspire me to ‘try to’ cook some delicious food. Otherwise, I now have a nice coffee table cookbook. 😀”
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