Turning a recipe into a reason to shop.
A chef's family recipe, filmed start to finish in a local Whole Foods kitchen, that sent viewers straight to the shelf.
CLIENT
Whole Foods
ENGAGEMENT
Go-to-market · Launch
AUDIENCE
Consumers & home cooks
THE IMPACT
250K+
Video views in the first 60 days.
+15%
Sales lift on the featured recipe ingredients.
6%
Of first-time shoppers came through the launch campaign.
01 — THE CHALLENGE
Food content that feels staged gets scrolled past in seconds.
We were tasked with creating a video that highlights a Whole Foods chef and their favorite recipe from start to finish. Retail food content tends to fail in one of two ways: it looks staged, or it skips the steps that make a viewer trust the recipe. With countless recipe creators competing for the same attention, a grocer's real advantage is its people and its kitchens, and the video had to earn trust in the first seconds and send viewers to the store. On location in a local Whole Foods kitchen, we followed Chef Anthony as he prepared his version of a beloved family meal.
02 — THE RESULTS
A chef-led production that turned one family recipe into store traffic.
We asked Chef Anthony about his process, the ingredients, the actions involved and the background of his dish, so none of his movements were missed and the food was captured in the most appetizing way. With his help we set up our shots and sequences, hit excellent talking points, and documented a unique recipe for Whole Foods customers to enjoy. Capturing the full process, not only the finished plate, gave the video a reason to be saved and cooked from, and every step pointed back to ingredients on the shelf. The video earned more than 250,000 views in its first 60 days and lifted sales of the featured ingredients by 15%.
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YOUR NEXT MOVE
Have a number to hit?
Let’s make the work that moves it.