In this age of the cook-turned-influencer, Bon Appétit’s video content found astonishing success by capitalizing on the colorful world of the quirky characters featured in its test kitchen. In many cases, the employees’ personalities were turned into their personal brands. This strategy, actively pursued by now-former editor-in-chief Adam Rapoport, piggybacked off an evolving relationship between audiences and celebrity chefs like Alison Roman, whose “authentic” lazy-girl cooking hacks jolted her into almost instant fame. Branding oneself as the creator of a