Mara Weinraub
About
Mara Weinraub is a senior editor at The Kitchn with 15+ years of experience in writing and editing relevant and engaging stories. Formerly, she was a senior editor at Hearst Magazines, where she oversaw the record-shattering growth of all food and drink related branded and custom content across digital media. Her writing has also been featured in Real Simple, SAVEUR, Taste, Food52, and Edible Long Island. Prior to her career in journalism, Mara created successful campaigns at some of the most prominent New York City ad agencies for BMW, Baskin Robbins, Capital One, and Wendy’s, among other CPG, health, tech, financial, and retail clients. She lives in New York City, and on the weekends volunteers as the Sophomore Program Director at Minds Matter NYC and hosts dance parties with her two-year-old nephew.
Under her leadership, The Kitchn’s grocery coverage has amassed double-digit growth. In addition to overseeing daily coverage, she spearheads The Kitchn Grocery Essentials yearly package, which earned record revenue in 2022 and was featured on “The Today Show” in 2023. She continues to identify and execute on growth opportunities and remains committed to smart, engaging storytelling, and creating meaningful experiences for a diverse audience.
Select Editorial Work
The Unstoppable Rise of Aldi - The Kitchn -2024
Boost Your Supermarket Smarts - Real Simple - 2024
The Kitchn Grocery Essentials - The Kitchn - 2024
Why Food Waste Is the “Dumbest Problem Ever” — and the Fascinating Ways We Might Actually Solve It - The Kitchn - 2022
The State of Grocery Shopping - The Kitchn - 2022
The Astronomical Success Story of Lipton Onion Soup Mix - Food52 - 2019
The Weirdly Untraceable Origin Story of Ants on a Log - Food52 - 2019
“All That and a Bag of Chips” - Taste - 2019
Features
Everything Elizabeth Banks Cooks in a Day - The Kitchn - 2024
The 10 Best Cheese and Fruit Pairings of All Time, According to a Certified Cheese Professional - The Kitchn - 2024
The $4 Grocery You Should Always Have in Your Freezer (Perfect for Nights When You’re Too Lazy to Cook!) - The Kitchn - 2024
3 Things You Should Know Before Buying Your Next Bottle of Olive Oil, According to an Expert - The Kitchn - 2022
Interviews & Expert Advice
The 70-Year-Old Beloved Boxed Mix Grandmas Won’t Be Buying This Holiday Season - The Kitchn - 2024
How Celestial Seasonings Tea Tags Helped Me Recover from an Eating Disorder - The Kitchn - 2023
Why Are Florida Grocery Stores Filled with California Oranges?
- The Kitchn - 2024
The Grocery Store Guide to Taylor Swift and Travis Kelce’s Relationship - The Kitchn - 2024
I’ve Spent the Last 19 Years in State Prisons — My Signature $50 Nachos Are Helping Me Through It All - The Kitchn - 2022
Self Acceptance with a Side of Ketchup - The Kitchn - 2023
Commissioned Stories
We Tried 14 Cans of Chili — And One Brand Swept All 3 Categories - The Kitchn - 2023
We Tried 11 Vanilla Ice Creams — and No One Saw the Winner Coming - The Kitchn - 2024
We Tried 10 Bars of Dark Chocolate — And the $4 Winner Swept Them All (It Tastes Way More Expensive!) - The Kitchn - 2024
We Tried Every Oreo Flavor We Could Find — And the Debate Between First and Second Place Got Intense - The Kitchn - 2024
This $20 Sam’s Club Holiday Staple Is a Total Dupe for a Fancy Name-Brand Favorite - The Kitchn - 2023
Taste Tests
I Buy Jar After Jar of This “Delicious” Sauce (I Use It for Breakfast, Lunch, and Dinner!) - The Kitchn - 2024
I Tried Ina Garten’s Most Beloved Butter and I Get Why She Eats It for Breakfast Every Single Day - The Kitchn - 2024
The New $8 Frozen Pizza I’ll Be Stocking in My Freezer from Here on Out - The Kitchn - 2024
I Tried the 3-Ingredient Aldi Lunch the Internet Can’t Stop Raving About — And It’s My New Favorite - The Kitchn - 2023
I Tried Costco’s New “Dangerously Delicious” Pie — Here’s My Honest Review - The Kitchn - 2023
If You Buy One Thing from Aldi This Holiday Season, It Should Be This New $6 Find - The Kitchn - 2023
I Tried More than 3-Dozen New Groceries Hitting Supermarket Shelves This October — These Are the 10 I’m Most Excited About - The Kitchn - 2021
Reviews
How One Woman Is Cultivating Food Justice in Her Community - Country Living - 2021
How One NYC Chef Is Rebuilding a More Equitable Restaurant Industry - Esquire - 2021
Liz Plosser Is The Ultimate Morning Person - Women’s Health - 2020
Our Editorial Director’s Cherry JELL-O Salad Will Have You Feeling Major Holiday Nostalgia - Delish - 2020
Branded Content
Social Media
Select Advertising Work
Cuties Baby Care
Launched Cuties Baby Care, a new line of premium diapers, wipes, and training underwear, with a 60-second brand video that tapped into the ways millennial parents are redefining parenting, as well as a brand-new website, social media content, product and packaging design, and short-form videos, which ran on linear television and across digital media.
Created bold, innovative campaigns for a variety of DTC and OTC brands, including AZO (UTI pain reliever), Culturelle Probiotics, Zicam (cold remedies), and ra.com (rheumatoid arthritis awareness). The multi-touch campaigns tapped into cultural trends and showcased ailments and illnesses in a more relatable and human way.
Health & Wellness
Launched “Hallowinning,” the thrift store chain’s inaugural campaign across TV, social media, and radio to make the case that thrifting is a better — and cheaper — way to put together a memorable Halloween costume.
Savers Thrift Stores
Technology
Took on a tech giant and re-established VMware as a trusted expert in a four-part video series that was viewed in over 115 countries just days after being released. I also created some fun, graphic campaigns that turn pretty dense and complex data into a simple choice.
