Using Our Culinary Super Hero Skills to Bring CPG Brands to Life
For food CPG brands, it all comes together in the kitchen with a super hero cape apron
We love CPG brands! You already know we love food (duh, that’s all we do!), but we especially enjoy the challenge of partnering with Consumer Packaged Goods Brands and helping them to bring their products to life for their customers.
We recently had the opportunity to partner with General Mills and their Epic Provisions brand. They’re the talented folks behind the meat-based snack bars, bone broths, pork rinds, and more. All Epic products focus on healthy living with the benefit of convenience. They are also naturally gluten-free, paleo-friendly, keto-friendly, or Whole 30-approved.
Quick-Turn Project
The team was in need of delicious new recipes, photography, and recipe videos but on a bit of a deadline. That’s when we donned our aprons (aka culinary superhero capes) and stepped in to help.
Quick-turn projects are a sprint to the finish. But, as long as the team is aligned on the brand goals and project vision and your creative team (us! 🙋♀️) is staffed with skilled experts, then you have a formula for speedy success!
The Struggle
Creating recipes that showcase the strict dietary attributes of the product, appeal to the target consumer, maintain the health benefits of the product, and reinforce the awesomeness of the brand is tough! With more than 15 years of experience developing recipes for CPG brands, we understand that challenge and can help you turn that challenge into brand assets that will get you noticed.
Epic Provisions had a clear brand identity, style, look and feel, so we knew our creative guidelines. We had to focus on richer colors, moody or darker tones, and natural elements in the photography and video content.
How We Did It
With guidance from the brand team, we headed to the kitchen to develop our recipes and brought in the rest of our team to help create a plan for the photo and video content. We created a collection of 5 custom recipes featuring Epic Provisions bone broth, pork rinds, and animal fats that were all gluten-free, paleo and keto-friendly, and Whole 30-approved! In addition to that, the recipes were delicious and easy to make! Win-Win-Win! Each recipe was fully tested to ensure that all consumers, no matter their skill level, could successfully make and enjoy the recipe. We always consider product availability, easy-to-shop ingredients, cooking skills (or lack thereof! 🫣), and the time it takes to prepare a delicious meal.
Truth 💣: We’re not big fans of pork rinds!
But that ok because, as food professionals and recipe developers, it's not about us. It’s about the target audience for the product and understanding their likes, dislikes, and personal quirks. So, when a pork rind skeptic loves a recipe made with pork rinds, you know it’s a winner! We captured photography and video for each step of the recipe to showcase how easy the recipes were to prepare and to highlight the fresh ingredients used to create them. The product packaging was included throughout the content so it could easily be used for future marketing and promotional campaigns. Since we had immersed ourselves in the Epic Provisions brand, we created all the content in line with their visual style. We made sure to pull in elements like wood, leather, and cast iron to ground the images and give them a more natural feel to match the brand aesthetic.
The Work
Mission accomplished! The work speaks for itself, great products that were brought to life through delicious recipes, drool-worthy photos, and engaging videos.
Interested in creating drool-worthy content for your brand? Let us help you crush your next campaign with strategic photo and video content!
We’d love to help
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