shelinacooks
Audited Community Profile@shelinacooks·United Kingdom (GB)
Broadcast Chef & Heritage Culinary AuthorFood & CulinaryGourmet / Culinary / Artisan BakingUnited Kingdom (GB)Safety: Low
Confidence: High (90%)
“Shelina Permalloo provides brands with institutional culinary authority and high brand safety, combining broadcast television credibility with practical home recipe development. She is optimally deployed for premium food retail, cookware hardware, and pantry ingredient campaigns seeking authentic utility and high save rates.”
Micro-Niches:Mauritian Regional CuisineHeritage Spice & Chutney PreparationFamily Weeknight CookingCulinary TV Mentorship
Audience Demographics & Content DNA
Audited buyer mindset, audience geography distribution, and production standards
Inferred Audience Profile
Demographic ProfileFemale-skewed, 25-44
Commercial Buyer IntentHigh Intent
Primary MarketUnited Kingdom
Secondary MarketsMauritius, France, United States
Audience Interests Taxonomy
Home cooking and global cuisinesCulinary heritage and authentic spice profilesKitchenware, air fryers, and culinary gadgetsFamily meal planning and cookbook collecting
Content DNA & Top Themes
Format
Short-form video
Production
Medium-High
Consistency
High
Top Content Themes (% Affinity)
Mauritian Heritage & Regional Street Food95%
Quick Family Meals & Air Fryer Hacks85%
Mainstream Television & Chef Mentorship75%
Itemized 16-Knot Defended Rate Cards
Live statutory deliverable pricing calibrated for United Kingdom (GB)
Formula Verified via 16 Empirical Knots
YouTube
27.1K Subscribers
LF: 1.57%
YouTube Dedicated Video£610
Defended Range£490 – £770
YouTube 60s Integration£230
Defended Range£180 – £290
YouTube Short£100
Defended Range£83 – £130
427.9K Followers
ER: 0.3%
Instagram Reel (60-90s)£2,750
Defended Range£2,200 – £3,425
Instagram Carousel (3-5 Slides)£1,750
Defended Range£1,400 – £2,200
Instagram Static Post£1,375
Defended Range£1,100 – £1,700
Instagram Story (3-Frame Set)£680
Defended Range£550 – £860
TikTok
135.8K Followers
ER: 4.45%
TikTok Video (Dedicated)£690
Defended Range£550 – £860
SignCollab Talent DNA Analysis
Creator Strategic DNA & Talent Executive Brief
Broadcast culinary authority, cookbook author, and MasterChef winner specializing in Mauritian heritage gastronomy and practical family cooking.
Commercial Superpower
Mainstream culinary authority combined with authentic, approachable recipe development that converts passive viewers into active home cooks and product buyers.
Audience Buying Mindset
Viewers approach content with active culinary intent, seeking trusted step-by-step guidance to cook flavorful meals at home and discover reliable kitchen equipment.
The #1 Creative Landmine to Avoid
Imposing rigid, corporate telemarketing scripts that bypass authentic cooking technique and reduce the chef's culinary authority to an overt sales pitch.
Omnichannel Campaign Strategy Suite(5 Full-Funnel Packages)
Itemized line-item pricing, strategic angles, and contract entitlements
Market Applied: United Kingdom (GB)
[ Reach ]
Mass Cultural Reach & Brand Association
Top-of-funnel brand awareness and culinary authority alignment across all three active channels.
Strategy Angle: Leverages her combined 590k+ omnichannel footprint across YouTube, Instagram, and TikTok to deliver wide brand visibility framed within an authentic signature recipe.
Recommended Bundle Target
£3,650
Standalone Benchmark: £4,050(-10% Efficiency)
Defended Range: £2,925 – £4,575
Itemized Deliverables & Defended Rates16-Knot Formula Verified
Hero Anchoryoutube
1x Dedicated Masterclass Recipe Episode (8-12m)
Full-length YouTube cooking masterclass centering the partner's ingredient or cookware appliance as the essential vehicle for executing a complex heritage dish.
Standalone Rate£610
Short-Form Amplificationinstagram
1x High-Paced Recipe Hero Reel (60s)
Fast-paced vertical reel showing the step-by-step prep, dynamic sizzling cooking shots, and finished plated presentation with prominent brand tag in caption and audio.
Standalone Rate£2,750
Short-Form Discoverytiktok
1x TikTok Food Hack & Technique Demo (45-60s)
High-retention short-form video emphasizing a practical cooking shortcut or flavor hack enabled by the partner brand.
Standalone Rate£690
Critical Collaboration Guidelines (Brand Safety & ROI)
#1 Organic Ingredient Integration
Integrate the product naturally during the preparation process rather than holding the product statically to the camera for prolonged durations.
Risk: Disrupts instructional flow and increases viewer drop-off within the first 15 seconds.
#2 Clear Recipe Measurements
All branded recipe assets must feature exact measurements on-screen and in caption text to maximize user saves.
Risk: Vague recipe steps reduce utility and prevent viewer retention.
#3 Culinary Creative Control
Allow the creator to determine recipe pairing and seasoning balance to maintain taste credibility.
Risk: Forced, unnatural recipe combinations damage both creator and brand credibility.
[ Paid Creative ]
High-CTR Performance Creative & Whitelisting
Top RecommendationDirect-response customer acquisition utilizing chef credibility across Meta and TikTok paid advertising channels.
Strategy Angle: Deploys high-hook, problem-solving cooking formats directly into Meta and TikTok ad engines, backed by 60 days of creator account whitelisting.
Recommended Bundle Target
£8,375
Standalone Benchmark: £9,300(-10% Efficiency)
Defended Range: £6,700 – £10,500
Itemized Deliverables & Defended Rates16-Knot Formula Verified
Creative Testinginstagram
2x Direct-Response Recipe Problem/Solution Reels (30-45s)
Two distinct ad creatives testing contrasting angles: one focused on weeknight dinner speed, the other on achieving restaurant-grade texture.
Standalone Rate£5,500
TikTok Paid Creativetiktok
1x TikTok Native Performance Ad (30s)
Vertical ad cut natively for TikTok, testing rapid visual pacing and immediate pain-point interruption.
Standalone Rate£690
Verbatim Spoken Ad Hooks (Opening 3–5 Seconds)
The Weeknight Dinner Shortcutinstagram
""If you only have 20 minutes to get a proper home-cooked dinner on the table, stop ordering takeout and watch this.""
Directly targets busy working households looking for speed without compromising on nutritional value and authentic flavor.
The Texture Testtiktok
""The secret to getting that perfect restaurant-quality crisp without deep-frying comes down to exactly one tool in my kitchen.""
Demonstrates kitchen hardware or cookware efficiency with immediate sensory audio and visual proof.
Critical Collaboration Guidelines (Brand Safety & ROI)
#1 Immediate Visual Hook
The opening 2 seconds must showcase the finished, sizzling dish before transitioning into prep steps.
Risk: Slow visual pacing causes immediate thumb-scroll drop-off in paid feed environments.
#2 Authentic Chef Pacing
Ensure tone remains energetic and direct; avoid overly commercial scripted teleprompter cadence.
Risk: Stiff presentation leads to high ad fatigue and low click-through rates.
#3 Clear Visual CTA
Display actionable on-screen text and discount code within the final 5 seconds of the asset.
Risk: Without visual attribution prompts, direct-response conversion falls sharply.
[ Conversion ]
Direct Response & Vanity Voucher Attribution
Bottom-of-funnel customer conversions and trackable return on ad spend via integrated product demonstration.
Strategy Angle: Combines a seamless mid-roll integration in a high-retention YouTube recipe video with structured Instagram Story conversion funnels driving directly to checkout.
Recommended Bundle Target
£1,450
Standalone Benchmark: £1,600(-10% Efficiency)
Defended Range: £1,150 – £1,825
Itemized Deliverables & Defended Rates16-Knot Formula Verified
Hero Pitchyoutube
1x Dedicated 90s In-Content Mid-Roll Integration
Seamless integration where the chef explicitly uses the product during the core cooking step, accompanied by verbal callouts and on-screen discount code.
Standalone Rate£230
Direct-Response Sequenceinstagram
1x 4-Frame Conversion Story Sequence with Direct Link
Sequential narrative: Frame 1 BTS cooking problem, Frame 2 Product in use, Frame 3 Plated result, Frame 4 Direct link sticker with code SHELINA.
Standalone Rate£680
Short-Form Attributiontiktok
1x TikTok Direct-Response Cooking Video (45s)
High-energy recipe demonstration directing viewers to bio link and comment section for exclusive partner discount.
Standalone Rate£690
Critical Collaboration Guidelines (Brand Safety & ROI)
#1 Frictionless Link Access
Ensure trackable UTM links and code SHELINA are placed across Story link stickers, video descriptions, and pinned comments.
Risk: Broken attribution paths prevent accurate ROAS tracking.
#2 Honest Feature Breakdown
Highlight 2-3 concrete practical benefits (e.g., non-stick surface durability, temperature precision) rather than generic superlatives.
Risk: Generic claims fail to convince discerning home cooks to complete checkout.
#3 Immediate Call to Action
Deliver a clear, time-sensitive incentive for viewers to utilize the partner offer.
Risk: Lack of purchase urgency results in high click abandonment.
[ Content Library ]
Asset Library Buyout & Production Stems
Creation of high-production culinary video assets and macro photography for brand-owned marketing channels.
Strategy Angle: Leverages the creator's professional studio kitchen and plating standards to generate clean commercial assets for website product display pages, emails, and brand feeds.
Recommended Bundle Target
£7,425
Standalone Benchmark: £8,250(-10% Efficiency)
Defended Range: £5,950 – £9,275
Itemized Deliverables & Defended Rates16-Knot Formula Verified
Asset Productionyoutube
1x 4K Clean Culinary Demonstration Video (16:9 Master)
High-production master video showcasing the product in a pristine studio kitchen setting, delivered with raw audio stems and clean b-roll cuts.
Standalone Rate£610
Short-Form Asset Batchinstagram
2x 4K Vertical Recipe Demonstration Cutdowns (9:16)
Two distinct vertical cuts optimized for brand social feeds and organic marketing collateral.
Standalone Rate£5,500
Concrete Digital Asset Buyout Specifications
✓12x 4K High-Resolution Food & Product Stills with clean tabletop backplates
✓15 minutes of uncompressed 4K B-roll showing ingredient prep, product handling, and finished plating
✓High-fidelity uncompressed 24-bit cooking sound design (sizzle, chop, pour)
Critical Collaboration Guidelines (Brand Safety & ROI)
#1 Studio Lighting Standards
All photography and video deliverables must be captured under professional diffused studio lighting.
Risk: Poor food lighting renders assets unusable for premium e-commerce placement.
#2 Clean Product Framing
Ensure brand logos and key product features remain unobstructed and in sharp focus during all action shots.
Risk: Blurry or partially obscured branding diminishes asset commercial value.
#3 Format Delivery Specifications
Provide deliverables in both ProRes 422 16:9 master files and vertical 9:16 cuts within 5 business days of wrap.
Risk: Delays in raw asset handoff impede brand marketing campaign launches.
[ Full-Funnel ]
Full-Funnel Omnichannel Takeover
360-degree flagship campaign driving massive top-of-funnel reach, mid-funnel education, and direct bottom-of-funnel conversions across all active platforms.
Strategy Angle: Maximizes creator authority by activating long-form YouTube education, rapid Instagram and TikTok short-form distribution, and 60 days of Meta paid acquisition whitelisting with category exclusivity.
Recommended Bundle Target
£12,100
Standalone Benchmark: £14,200(-15% Efficiency)
Defended Range: £9,675 – £15,100
Itemized Deliverables & Defended Rates16-Knot Formula Verified
Prestige Anchoryoutube
1x Dedicated Masterclass Recipe Episode (8-12m)
Flagship YouTube episode centering the brand as the primary enabler of a complete multi-course recipe masterclass.
Standalone Rate£610
Cultural Frequencyinstagram
2x High-Impact Instagram Recipe Reels (60s)
Two dedicated short-form recipe videos deployed across consecutive weeks to sustain engagement and reinforce messaging.
Standalone Rate£5,500
Short-Form Discoverytiktok
2x TikTok Native Cooking Demonstrations (45s)
Two high-velocity cooking videos testing unique recipe hooks and practical kitchen hacks.
Standalone Rate£1,375
Direct Attributioninstagram
2x 4-Frame Conversion Story Sequences
Two separate story sequences timed with content drops, featuring active link stickers and voucher code SHELINA.
Standalone Rate£1,350
Critical Collaboration Guidelines (Brand Safety & ROI)
#1 Synchronized Campaign Staging
Coordinate YouTube long-form drop on Day 1, followed by Instagram and TikTok short-form reinforcement on Days 3 and 7.
Risk: Uncoordinated posting fragments audience attention and weakens launch velocity.
#2 Rigorous Category Blackout
Ensure no adjacent commercial food or appliance sponsorships appear within 7 days of scheduled deliverables.
Risk: Sponsorship clutter dilutes partner brand recall and compromises conversion efficacy.
#3 Consistent Narrative Thread
Maintain unified messaging around product convenience, build quality, and flavor enhancement across all platforms.
Risk: Inconsistent cross-platform positioning confuses potential purchasers.
Brand Fit, Strategic Strengths & Procurement Safety
Audited commercial intent, sponsor suitability, and institutional brand safety scorecard
Commercial IntentHigh
Brand Suitability RatingHigh
Brand Safety LevelLow Risk
Recommended Sponsor Categories
Premium Cookware & Kitchen Small Appliances (Air Fryers, Stand Mixers, Blender Systems)Supermarket Retailers & Organic Grocery BrandsSpecialty Pantry Staples, Spices, and CondimentsDirect-to-Consumer Tableware and Kitchen Storage
Key Strategic Strengths & Brand Fit
• Culinary Authority & Mainstream Credibility
Proven mainstream media reputation as a MasterChef winner and ITV prime-time mentor, providing corporate brands with exceptional brand safety and trusted food authority.
• High-Utility Content Formats
Recipe videos feature precise measurements, clear culinary methods, and practical home kitchen adaptations that drive high save-to-view ratios on Meta and TikTok.
• Cross-Platform Ecosystem
Cohesive distribution strategy pairing long-form instructional masterclasses on YouTube with high-velocity short-form reels on Instagram and TikTok.
Procurement Considerations & Safety
• Niche Cultural Focus vs. Mass Product Fit
A significant portion of content is deeply tied to Mauritian regional cuisine; non-food or overly synthetic consumer products will face severe audience resistance if not organically integrated into kitchen utility.
• Mid-Tier YouTube Volume
YouTube subscriber base (27.1k) is specialized and mid-tier; campaigns prioritizing multi-million raw video views should combine YouTube long-form with her larger Instagram (427k) and TikTok (135k) footprints.
Recent Content & Performance Audit
Audited uploads with validated view counts and engagement velocity
YouTubeYou Can’t Have Mauritian Dal Puri Without This! | Cari Gros Pois
20,557
YouTubeWhat Do Mauritians Eat for Breakfast? 🇲🇺 | Gato Pima, Chutney & Tea
5,356
YouTubeThe Only Mauritian Chutneys You Need to Know 🇲🇺 | Coriander & Tomato Satini
7,004
YouTubeGato Pima Recipe | The Ultimate Mauritian Chilli Cakes 🇲🇺
43,156
SignCollab Bilateral Execution Protocol
Execute a Legally Binding Agreement with shelinacooks
Generate an instant bilateral sponsorship agreement with ESIGN-compliant e-signatures, statutory payment escrow, milestone verification, and customized IP usage rights protection.
SignCollab Methodology Notice: All deliverable benchmarks and campaign packages are computed through the SignCollab 16-Knot Empirical Model, incorporating long-form view-to-subscriber ratios (VSR), short-form velocity, audience purchasing power parity (PPP), and category exclusivity surcharges. Rates represent defended market targets and are subject to mutual counter-party execution.