Andy Hay went from tech sales professional to culinary content creator. 

Since his 2018 appearance on MasterChef Canada, Andy has leveraged his newfound culinary credibility to build a robust digital presence. 

“Instagram at the time was still relatively new,” he recalls. “I started cooking more, practicing more, and then taking some photos of my cooking.”

He gradually invested in better camera equipment and honed his photography skills, documenting his culinary experiments and catering events. 

“I’m from a relatively small city [Dartmouth, Nova Scotia]. It started getting a lot of traction where people [wanted me] to come in because I made it look so cool,” he explains.

Andy’s pivotal moment came during the COVID-19 lockdown in March 2020. Having recently purchased a restaurant, he was at a crossroads when the pandemic hit. Adapting quickly, he launched a daily cooking series on Instagram called “Quarantine Kitchen.”

The series, which included live cooking sessions on Friday nights, resonated with audiences seeking connection and culinary inspiration during lockdown. This viral moment more than doubled Andy’s Instagram following and caught the attention of brands.

“That was kind of the moment where brands kind of took recognition too,” Andy notes. “They told me what I could get paid, and it was more than I was making after all my catering expenses.”

This success prompted Andy to pivot fully to online content creation, focusing on his website and social media channels. Today, Andy’s East Coast Kitchen continues to grow, offering a blend of culinary expertise and digital savvy that appeals to home cooks and food enthusiasts alike.

“So inspiring people to get into the kitchen, fall in love with the cooking process, and try to create easy recipes for everyday people to cook,” Andy says.

Curating Content Across Platforms

Andy’s content strategy initially centered on Instagram, a platform he felt comfortable with due to its focus on highly curated content. 

“I think it’s because I am 38, so I just think that is the group I was in,” Andy explains. “That’s where the cool kids were.”

However, Andy’s videographer eventually convinced him to expand to TikTok. The move proved successful, with Andy’s following growing from zero to 150,000 in just a couple of weeks. Despite this growth, he maintains his highly-produced content style across platforms.

“We have multiple high-end cameras and good lighting,” Andy says. “I look at [it] from a business side of things. I like being highly curated because we can go to advertisers and charge brands more.”

Early in his journey, Andy grappled with imposter syndrome as he transitioned into the food industry. “I always feel like an imposter, where I’m kind of like an Internet cook, but I am a food student,” he admits.

Andy also faced uncertainty about turning his passion into a viable business. He recalls a moment of self-doubt: “I remember one day my wife was working. She came home, and I had just spent the day making donuts and taking photos. […] You question yourself [and ask], ‘How do I make this into a business and not just a hobby?’”

The Business Behind the Camera

Andy’s approach to content creation blends spontaneity with strategic planning. However, his process is underpinned by a keen understanding of his audience’s preferences and market trends.

Andy mixes intuition and data-informed decision-making. “I think I’m good at understanding what people want to eat when,” he says. His team utilizes tools like Google Analytics and SEMrush to identify SEO opportunities and track content performance.

The production schedule is rigorous, with filming occurring three times a week. “We’ll do Monday, Wednesday, and Friday, and on those days, we’ll shoot two recipes,” Andy explains. This high-volume approach is deliberate: “I focus on quality, but [there’s also] quantity.”

Andy points out that running a successful content creation business is far from simple. He and his team operate a food advertising agency encompassing search engine optimization, web development, brand design, and contract negotiations.

The financial stakes are significant. “It’s become a seven-figure business,” Andy reveals. “It’s not just something where I’m dancing in front of a camera. Not that there’s anything wrong, because that’s its own thing… but it’s an operational business.”

Andy attributes his success to consistent effort and genuine passion. “To do anything, you have to do it for a long time, consistently,” he advises. “We create so many videos a week, and the virality we get is not accidental. It’s because we know the formula, and we show up every single day and film.”

Scaling Up Through Strategic Partnerships

Andy’s recent partnership with Viral Nation marks a significant turning point in his career as a content creator. 

“So far, it’s been absolutely incredible,” Andy says of the collaboration that began in mid-2023. This move came after Andy felt he had reached a plateau with his previous agency, particularly in breaking into the U.S. market and securing larger deals.

Viral Nation’s extensive resources and industry connections have opened new doors for Andy. “They’re a big organization with many resources,” he explains. “There is a full culinary team.”

The partnership has also expanded Andy’s vision for his brand. “I think their goal is to make bonafide celebrities,” Andy observes. “It’s beyond just influencing.”

When it comes to brand partnerships, Andy’s approach is strategic and aligned with his niche and audience. 

“Being in food is a niche makes it a little bit easier to weed out who you’re going to work with,” he says. “If an online casino is reaching out, that’s not my vibe. Anything political, I won’t touch.”

Andy tries to get more people in the kitchen and make it easier and more approachable for people to cook meals every day.

Vision for Culinary Media

Andy sees a growing synergy between traditional culinary media and digital platforms. He believes culinary influencers follow the same path [as traditional food celebrities].

“You might see it almost like working backward, where someone starts on Instagram, they develop a product, they have a cookbook, and then open a restaurant,” Andy suggests, contrasting this with the traditional path of chefs moving from restaurants to TV and social media.

For “Andy’s East Coast Kitchen,” Andy’s goals are clear: “Continue to grow my social channels, continue to grow our web traffic.” He recommends building passive income streams to reduce reliance on brand deals.

Beyond business metrics, Andy remains committed to his core mission: “getting more people falling in love with cooking.” He wants to fulfill his passion and strengthen his brand’s connection with the audience.

Andy’s advice for content creators is audience-centric: “Start with audience first. What do they care about? Where do they hang out?” He stresses the importance of being authentic and consistently providing value.