Think Inside the Box.
Sweetfin has been one of my favorite brands to work with since our launch. Besides having a really high quality product, they have been consistently pushing the envelope of what marketing could be utilizing the full power of a well crafted multi-tiered campaign. Our first foray was to bring brand awareness to targeted social media groups, which we did with a series of highly consumable, authentic preparation videos that let Sweetfin’s food+culture take center stage in a competitive local restaurant market. Timing and budget was understandably constricted being a new brand, so we were able to create a half dozen unique pieces of targeted content out of just a half day of shooting, and two days of edit.
With a spike in online conversation and an undeniable ROI, Sweetfin wanted to leverage their new partnership with Postmates, to create an evolving campaign to launch their new product; the Poke Bento Box. We came up with the concept of “think inside the box” which paired nicely with Sweetfin’s culture of doing things differently and from there we hopped on the humor train to mock those overly gravitas car commercials because food is tastier when it’s funny. The results were five TVC spots that build off each other like an echoing question, that when released strategically naturally drove traffic to find out “what’s in the box”.
We also hired influencers on Instagram and TikTok who teased their food-centric audience with a duet of our videos which drove authentic interest. Further, inside the actual bento box we designed a QR code that when scanned would play the anthem video and then redirect to page detailing the fresh and organic contents of the Sweetbox. Again we maximized the budget by filming all scenes in one day on one stage with a minimum crew leaning heavily on the writing and visual language.
As the campaign’s interest grew, once again we were called in to add another layer to the cake, this time with the reveal of the Bento Box which had been shrouded in mystery. Again with a simple half day shoot we found ourselves in one of Sweetfin’s restaurants shooting a perfectly prepared box in museum quality lighting. From this footage we were able to create 9 individual spots, from 30s TVC’s, to 15s stories, to 1 minute prep pieces, and, recycle the original “what’s in the box” spots to answer the question.
What I like most about this campaign frankly is how successful it is. I attribute that to the foresight from Sweetfin to see how a well crafted campaign can evolve to build off itself. Many time clients are looking for a one off piece of content which is fine, but to be able to create a story that evolves with your audience has a beautiful power. That said, now that budgets have increased, we are currently in development for a series TVC’s that will launch Sweetfin’s expansion to other states. Super excited (here’s a sneak peak):
