Today, “foodie” is not as much an attribute met with distinction, as it is an over commoditized label that draws some skepticism. And yet millions of millennials aspire to achieve foodie status on their fast casual budgets. I helped California Pizza Kitchen create a brand identity on social that felt inclusive and accessible, all while being sophisticated and chic.
As the son of an ad man and a food stylist, it was only natural that I bring my food styling roots to my agency. I created a fully functioning content studio where we could give some of CPK's best menu items the real “foodie” treatment.
The beautiful food photography that resulted, brought CPK's new foodie-friendly menu to life through video, GIFs and clever food art. This modern positioning on emerging social channels introduced CPK to a new generation of fast casual diners and celebrated their brand loyalty and our shared passion for food.