american pistachio growers
PROJECT FOCUS
INGREDIENT, CATEGORY LEADERSHIP
American pistachio growers
Creative Direction
Art Direction
Pre-Production
Production
Post-Production
TL;DR
American Pistachio Growers (APG) partnered with Morel Creative to elevate their brand from a commodity to a premium culinary choice through strategic visual storytelling. By collaborating with award-winning Chef Seamus Mullens, Morel Creative produced two high-quality instructional videos showcasing the versatility of American-grown pistachios. The campaign successfully positioned APG as a thought leader in the culinary space, enhancing brand perception and increasing awareness among chefs and high-end consumers. The positive response from APG and their creative partner, Ombrello Agency, reinforced the value of high-impact content in achieving brand goals.
Impact
Enhanced Brand Positioning
Increased Brand Awareness
Positive Stakeholder Feedback
Multi-Platform Reach
To differentiate themselves, APG launched a new campaign focused on pairing their pistachios with award-winning chefs, positioning their product as the go-to choice for culinary innovators. As part of this effort, they sought to create engaging, instructional video content that could capture the attention of chefs, culinary enthusiasts, and decision-makers in the food industry. This campaign needed to not only showcase their product’s versatility but also establish APG as a thought leader in the culinary space.
That’s where Morel Creative came in. With our expertise in strategic culinary content and storytelling, we were approached to bring this vision to life by collaborating with Ombrello Agency, APG’s creative partner. Our task was to produce a series of high-quality videos featuring Chef Seamus Mullens—one of the culinary industry’s most respected voices. The goal was to elevate APG’s image by presenting their pistachios in a premium light, appealing to both culinary professionals and discerning consumers.
Our process began in the pre-production phase, working closely with Ombrello Agency to outline the campaign’s creative direction and messaging. The objective was clear: every frame needed to communicate the premium quality of APG’s product while making it accessible and inspiring to the audience. We developed a shot list, storyboard, and production timeline, ensuring that the content would capture both the culinary artistry and the story behind APG’s pistachios.
On the day of the shoot, we set up a professional kitchen studio with a multi-camera configuration to capture Chef Seamus Mullens from multiple angles, highlighting both his techniques and the pistachios’ visual appeal. We integrated slow-motion cinematography to showcase the textures and colors of the pistachios in exquisite detail, while maintaining a dynamic feel through high-energy editing techniques. The end result was a seamless blend of aesthetic storytelling and instructional content.
Outcome
The final deliverables included two polished, two-minute instructional videos featuring Chef Seamus Mullens crafting vibrant dishes centered around American-grown pistachios. Each video emphasized a unique use case for the pistachios, from savory appetizers to refined, upscale dishes that spoke directly to APG’s target audience of culinary professionals and enthusiasts.
The videos were formatted and delivered in a variety of lengths to suit different platforms and use cases, ensuring maximum reach and impact across social media, digital campaigns, and in-person events. The content was designed to be adaptable—equally effective whether viewed on a large screen at a trade show or as a quick-hit piece on social media. This multi-format approach ensured that APG could leverage the content across a range of marketing efforts, reinforcing the cohesive nature of the campaign.
Really good videos, I can't even put a dollar amount on these. It's a thousand percentage worth the investment. They tell the story and sell the product.
Billy Harris | Ombrello Agency
Morel Creative and their team know visual content. How to wrap it all up in a bow that we can use all day long.
Paul Vitagliano | Ombrello Agencuy
The campaign not only positioned APG as a premium pistachio supplier but also reinforced their commitment to culinary innovation. By featuring an award-winning chef and focusing on the versatility of the product, the videos elevated the perception of APG’s pistachios among high-end culinary audiences. The dynamic visual storytelling captured the imagination of viewers, resulting in increased brand awareness and positive feedback from stakeholders across the industry.
While specific metrics weren’t shared, the client’s reaction was overwhelmingly positive. APG felt the videos successfully communicated their message, enhanced their image, and opened the door for further creative collaborations. Ombrello Agency was also thrilled, noting that the campaign solidified their position as a trusted partner capable of delivering high-impact creative content for their clients. For Morel Creative, it was another opportunity to showcase our expertise in producing high-quality, strategically aligned content that helps brands tell their stories in a way that resonates deeply with their target audiences.
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