Phoode® Social Campaign: Make food people stop scrolling.
A playful invitation to meet the people behind food.
A social invitation for food people.
Founded by Marta Fowlie, Phoode® connects people and businesses across food and beverage. This campaign invited that audience to visit the platform and join the community.
Rather than explain the platform in a long ad, we gave the invitation a visual hook for Instagram and Facebook Feeds and Stories: familiar food, brought to life through photography and animation.
Food, photography and animation for social.
Real food. A little mischief. One clear invitation.
We led creative direction for a series of social ads that made food and beverage professionals curious about Phoode®. Original food photography met graphic animation, turning familiar kitchen objects into playful, scroll-stopping moments.
Spaghetti, a stockpot, toast, a television and a thumbs-up loaf became the visual cast. The loaf was real: we had a custom cookie cutter made, baked the bread and photographed it. We adjusted the crust’s color and texture so the gesture read clearly and evenly on screen. The imagery was original, with no AI used.
Across Instagram and Facebook Feeds and Stories, the campaign brought a high volume of visits to Phoode®. About 8% of those visits converted into subscriptions.
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