Setup
Breton crackers have been a staple in Canadian pantries for decades, but the brand’s social media presence was not quite living up to their reputation as one of the country’s favourite snacking choices. There was little dialog with the audience — social posts were often a one-way street, consisting of safe mass-appeal recipes adapted from broadcast spots, which didn’t make the splash that was intended on social media.
Breton had identified their target demographic – female primary caregivers (age 30-50), craving opportunities for creativity – and were they ready to forge a stronger connection with their audience by upping their social media game.
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Strategy
Human connection starts with conversation. We developed unique recipes and content designed to polarize Breton’s social audience and spark lively debate. The brand’s Facebook group reacted to the news posts with vigor, discussing ingredient choices, regional traditions and making dietary suggestions. The Facebook group quickly turned into a vibrant community of consumers swapping recipes and debating snacking philosophies.
ANIMATION
BRAINSTORM FACILITATION
BRANDING STRATEGY
CAMPAIGN DEVELOPMENT
DESIGN
MOTION GRAPHICS
PHOTOGRAPHY
RECIPE DEVELOPMENT
SCRIPTWRITING
VIDEO PRODUCTION
BRAINSTORM FACILITATION
BRANDING STRATEGY
CAMPAIGN DEVELOPMENT
DESIGN
MOTION GRAPHICS
PHOTOGRAPHY
RECIPE DEVELOPMENT
SCRIPTWRITING
VIDEO PRODUCTION
Cracker Concepts
Inspiration Social Series
A series of conveyor belt-style recipe videos illustrated step-by-step instructions on how to experiment with unique yet accessible ingredients to create Insta-worthy snacks, fit for any palette.
Provincial Pride
Conversation Social Series
Canada’s 150th birthday was the perfect time for content celebrating unique food traditions from across the county. Signature dishes from various provinces were researched and reimagined as snacks made with Breton crackers. The provincial theme tapped into the social media lives of audiences, welcoming conversation, debate, and suggestions on the dish that best represents their province. Select recipes were filmed and their contributors were credited.
Always-On Tutorials
Solution Social Series
Sharable recipe guides were constrained to only 15 seconds to emphasize how quick it can be to whip together delicious and creative snack combinations for the family. The series inspired followers to imitate the style we established and contribute their own 15-second recipe videos, unprompted.