Jack Astor’s has teamed up with Zack “Danger” Brown, also known as “The Potato Salad Guy,” to create “the best potato salad ever.”
On Aug. 5, Jack Astor’s head chef will teach Brown how to make potato salad. Then from 6 p.m. to 8 p.m., people are invited to taste test the dish at the St. Lawrence Market location of Jack Astor’s in Toronto. The recipe will also be used at Brown’s potato salad party in his hometown of Columbus, Ohio in September.
Throughout July, Brown made international headlines with a Kickstarter project to raise $10 to make potato salad. The project went viral because of its humorous take on crowdfunding, and went on to raise more than US$55,000.
While Brown was in the news, the folks at Jack Astor’s agency, Zulu Alpha Kilo, were cooking up plans for a partnership.
“I was driving into work in the morning and [the story] was all over the radio,” said Shane Ogilvie, executive creative director at Zulu Alpha Kilo. “I thought it was pretty funny and interesting. I got to the office and two young creatives here were thinking the same thing. They ran up to me and said, ‘We have to do something with [Brown] for Jack Astor’s.’
“I agreed because Jack Astor’s has this irreverent sense of humour,” said Ogilvie. “The two just lined up. Zack Brown’s approach to Kickstarter seemed completely in line with the tone and personality of Jack Astor’s.”
The team quickly put together a proposal, Jack Astor’s gave it the green light, and Brown accepted.
“When I launched my Kickstarter campaign, I didn’t even have a recipe for potato salad,” said Brown, in a release. “So when Jack Astor’s invited me to Canada to work with their chef to develop a recipe that lives up to the hype, I jumped at the chance. I can’t wait to spend the day cooking up some magic.”