Brief : Develop online food and drink content for House & Garden, with a skew towards sustainability.
Role : Creative, Strategist
Solution: The idea was to create two different series that touched upon different sustainability topics in a positive manner, without using the word sustainability or anything “green”. This way we were able to communicate a different lifestyle, without disengaging people through language that is often associated with negativity. We also decided that for this we would find our own talent best suited to the role - so instead of using a face to promote an idea, we reversed the role and allowed our talent to take ownership of each series.
The first series is Food Rolls which follows chef and restaurant consultant Rob Wade through restaurants across London. In each he would develop a dish relevant to the menu of each place, however with a more sustainable angle. This simple twist on a dish from the menu allowed the dish to both be relevant to the restaurant, and inspire more consideration when planning a dinner. Alongside this we would always work with restaurants that had unique characteristics inside to keep to the high level of style and quality associated with House and Garden.
So far Food Rolls has an average of 149k organic views on Facebook.
The Second series is Find me in the Meadow which follows chef and food writer Blanche Vaughan cooking seasonal, local and organic inspired dishes. Touching on these topics allowed us to reference and inspire a more sustainable lifestyle without using language that would disengage the audience. For blanches we have a more natural feel, filming outside, at markets etc. This creates a contrasting yet complimentary series to food rolls, as together they cover a whole plethora of topics around sustainable eating.
So far Find me in the Meadow has an average of 75k organic views on Facebook.