Brief
Ithaca needed a brand-forward content system that could live across paid, organic social, and retail placements while reinforcing their new “Taste Outside Your Comfort Zone” positioning. The goal was to move beyond safe, neutral food visuals and create something expressive and personality-driven, where each flavor felt distinct on its own but cohesive as part of a larger campaign.
Solution
The shoot was designed to generate a flexible content ecosystem rather than a single hero edit. Each flavor was styled with props and set elements that reflected its individual vibe, giving every SKU a distinct environment rooted in personality. Hands dipping into each flavor became part of that storytelling language, reinforcing character through subtle shifts in gesture and interaction.
The voiceover served as the connective tissue, unifying the assets with a clear and confident throughline: This is what flavor looks like. Personality across the board. Because hummus shouldn’t be boring. Period. Those lines anchored Ithaca’s “Taste Outside Your Comfort Zone” tagline and elevated the campaign from a series of flavor moments into a cohesive brand statement, bold in tone and intentional in execution.
Results
The final campaign delivered a cohesive visual language that gave each flavor its own identity while strengthening the brand as a whole. The assets were built to scale across placements and formats without losing impact, allowing Ithaca to show up consistently, confidently, and with personality wherever the content lives.
1x 22s Brand Commercial
2x 17s Video Ad Cutdowns
4x 6s Social Video Ads
15x 5s Video Clips
20x Retouched Photos
All Aspect Ratios Included