Cali’Flour Foods was founded by Amy, a passionate mother rocked by a medical need to move away from gluten. While gluten-free alternatives continue to emerge in the marketplace, Amy’s search for a pizza crust that was 100% natural came up short, so she made her own. We loved the opportunity to help her and her team tell this story and build a mix of content that promoted just how fresh, natural, and healthy a cauliflower-based crust can be!
In telling the Cali’Flour brand story we captured scenes from one of their key farm partners as well as aspirational scenes for potential customers – a family dinner, a refreshing lunch, and a girls’ night out. Joining these scenes with words and footage of the founder herself built a cohesive story for viewers about what the product is, why it’s important, and who can benefit.
In our discussions with Cali’Flour’s staff it became clear that many who need and enjoy their products are busy, and may not have time to seek out their product and watch longer appeals. To reach these busy customers, we used the same California-collected footage to assemble four 15-second spots intended for use on Amazon Prime and other streaming services.