Top Ten Food Videos

Lurpak Kitchen Odyssey is My Winning Food Video

My Winning Food Video – Lurpak Kitchen Odyssey

We think a lot about food and how to present in video formats for our clients so that it looks great.

Fortunately there’s inspiration everywhere.

And we don’t just go to the web for great food filming … but seek it in paintings (have you ever really studied at a Dutch still-life; there are some fantastic examples in the National Gallery), film (any Peter Greenaway film overflows with food compositions), packaging, billboards, restaurant menus … it’s everywhere.

Here are Mendip Media’s Top Ten food picks from TV, cinema & the web ….

10. Drop Scale -  a great snappy, contemporary kitchen product video

9. Nigella Lawson – anything with Nigella lingering over a buttery pudding is mesmerising for half the population. The other half loves the food videography.

8. Chocolat – how can anyone resist; the chocolate’s lush too!

7. M&S ‘This is not just …’ – M&S might be embarrassed by it now; is that why it’s disappeared from You Tube? This is a classic that spawned hundreds of copycats and spoofs.

6. Draughtsman’s Contract – just for the pineapples

5. Schwartz ‘The Sound of Taste’ – conceptually mind blowing

4. Oxo ‘Magic Cube’ – outstanding use of stop-motion by PES that turns an OXO cube into something totally unique

3. M&S ‘Adventures in Imagination’ – one in a series of quite brilliant food photography, animation and composition.

2. Babette’s Feast – the ultimate foodie film

1. Lurpak ‘Kitchen Odyssey’ – it’s simply dazzling

What are your favourite filmed food moments?

How to Commission Food Video: Part Two

Mendip Media's Downloadable Guide to Video Commissioning

Mendip Media’s Downloadable Guide to Video

Once you’ve decided on producing a video for your food business, consider where you will use it, who it’s targeted at and what you want it to achieve.

If you answer these questions and find that the video is predominantly being used as a digital online tool, then unless you are planning a media buying campaign to place the content, it’s likely that multiple videos across a carefully managed timeline will be more cost effective than a single super video.

Once you’ve decided on the amount of video required and have chosen your video production company, this is what should happen:

  • Your allocated in-house resource, ideally from the marketing team, will provide a detailed brief for each video; what sort of look, feel, style is expected.
  • The food designers at the video agency will create recipes for your product/s which in turn will be incorporated into a script and/or a storyboard.
  • The recipes and storyboard will be signed off by you
  • A date is set for filming, which is scheduled in a studio or on location at a suitable house (with two kitchens)
  • Pre-preparation starts and requires constant liaison with your in-house resource about propping the set (what textures, colours, kitchenware will be used), buying the food to make the recipes, cooking finished recipes for pack shots, scheduling the order of the shoot, designing the lighting, booking a presenter (if required), etc. This can be a fairly short period but is as intense as prepping for any photo shoot.
  • After filming, set deadlines for getting the various versions of the edited videos uploaded for you to watch and amend.
  • If a voiceover is part of the envisaged video, make sure that you have signed off the commentary artist and that the script is absolutely correct before recording. Many videos are supplied in the first phase with a guide voiceover to ensure the script works with the now filmed material.
  • Give clear instructions about the delivery file formats you require for your videos

These are the key stages in a step-by-step process which differs from other creative disciplines because the order in which each step is taken cannot be changed. To go back requires each stage to be re-applied, sometimes at great cost.

Understanding this fundamental of video production will save time, money and effort but produce high-quality video which will enhance the value of your brand to a public hungry for food content.

Find out more about how to make great video by downloading Mendip Media’s Client Brochure.

How to Commission Food Video: Part One

Whatever the size of your food business and wherever it sits in the sector – production, retail or service, there’s always a marketing imperative to get the message over that what you do is brilliant.

And with food and drink it’s an emotional as well as an essential product that you’re selling.

Video is probably the best tool to engage with and produce an emotional response. And because this is well known, brands like M&S, Lakeland and Waitrose, use food video heavily online and on mobile to promote themselves.

They succeed in producing multiple, high quality, food videos that results in visibly good online traffic, because they budget for the outlay in their marketing strategy and allocate proper resources to overseeing the project.

So the first rules of dealing with video as a marketing tool are to:

  • bring it into the core of your strategy
  • see it as complementary to all the other planned content for the coming year
  • above all make sure there is an in-house resource with detailed oversight of the production process from product briefs to sign off.

Look out for Part Two on Thursday to find out more about breaking through the misconceptions of video commissioning.

Content Marketing Video Comes of Age

Digital Content Accessed Across Multiple Devices

Digital Content Accessed Across Multiple Devices

Is video the real winner in the new digital landscape that’s thrust its way into being in the past decade? PwC endorses this view in the latest annual ‘Global Entertainment and Media Outlook Report’, stating that “today’s entertainment and media companies need to do three things to succeed:

  • Innovate around the product and the user experience
  • Develop seamless consumer relationships across distribution channels
  • Put mobile (and increasingly video) at the centre of their consumer offerings”

If video has made its way from the periphery of digital content marketing to its centre, then digital commissioners need to get to grips with the processes that are necessary to create sustainable, high quality video content that matches all their other assets – photography, copy, audio, design.

Video should no longer be a marketing afterthought, scrambled into the mix at the last minute, but a serious undertaking that consumers expect as part of the brand offering.

Yes, it requires a budget and oversight from the marketing team, but as the stats keep telling us, when it’s well conceived there is no better way to grab customer attention than a great video.

Mendip Media’s Studio Adds New Dimension

Studio Interior Wide

Filming at #MendipMediaStudio

For the first time we’ve got our own video studio in which to work.

Although Mendip Media moved lock, stock and barrel to its new home in July, it’s taken a while to get used to the space and creative freedom of a place designed specifically for filming –  especially food filming.

And it is different.

We now control our start and finish hours, which is a luxury, allowing us to spend longer on shots we’d previously have had to rush to make sure we didn’t over-run.

Cook's in Kitchen

Food Designers Hum In the New Studio Kitchen

With a chef’s kitchen incorporated into the studio, the food designers are literally humming with pleasure as they work in a bespoke area to create even better looking recipes for the camera.

So we are still pinching ourselves to see whether we’ll wake up from the dream and find ourselves back in the old days, having to book & pay for studio space or continually looking for appropriate houses in which to film both a kitchen set and set up a food design kitchen.

For the moment though we’re enjoying new found freedom and creativity!

Carnival Lights Up Bonfire Night

Matt films carts3With the season of mists and mellow fruitfulness living up to the most famous poetic description of autumn, it’s the perfect time for lighting a bonfire.

I suspect this weekend, that’s just what thousands of people across the UK are going to do.

Bonfires and fireworks will cut through the seasonal fog and shake the night to its foundations.

And perversely or not, it’s Carnival time in Somerset.

Not saved for the summer months, this celebration of Guy Fawkes’ downfall is truly local, truly community focussed and truly magnificent.

Billed as Europes’ largest illuminated Carnival, the show hits small towns all over the county with huge carts pulled by tractors up and down A-roads that criss-cross the area; its organisers and cast are all volunteers and proceeds go to charity.

If you’ve never ventured to a Somerset Carnival go to Bridgwater this Saturday; it’s free (except for charitable donations from the hundred thousand strong crowd that keep many local ventures up and running) and it’s spectacular.

Long may it continue!

Xmas Madness Comes Early


I don’t know about you but my bah-humbug has started early this year, compounded by the launch of Lidl’s Christmas ad published to You Tube on 1st November!

We haven’t even done with bonfire night yet and are just putting out bin bags crammed with Halloween costumes and fake blood, only to be assaulted by a full-on, unashamed, get-in-there-early-before-John-Lewis-steals-the-limelight Christmas plug.

Is there such a thing as coming too early and annoying the hell out of an otherwise receptive ‘to Lidl’s retail-offer’ public?

I leave that one to you to decide, but as for me I’m off to count beans.

What’s China Gonna Do With This Tune?

The Chinese government has released a promotional video aimed squarely at the west about its official plans for the next 5 years.

The colourful animated Hondaesque re-working of the Brady Bunch, shows hippy westerners in their camper van singing about the central committee’s plan for the country whilst navigating a psychedelic landscape people by Xi Jinping, happy one child Chinese families, or is that now two, and bizarrely Einstein.

Does this little gem says more about the Communist Party’s view of johnny foreigner than the shisanwu? The invention of a Scooby Doo band which appears to hail from the US of A cheerfully belting out a ditty with a chirpy chorus on a subject that is actually deadly serious for the rest of the world is surreal.

And after all that: having watched the shenanigans of a journey through a demented dreamscape listening to a painfully upbeat soundtrack, we are left none the wiser about the ‘plan’ itself, what are we to make of it all?

Interesting though that video is used to launch a propaganda piece that turns the driest, scariest dictates of the ruling elite into a jolly animated romp, and equally that it when it was published yesterday by the Chinese state news agency Xinhua on You Tube it was quickly picked up and aired by many UK news channels.

Multiple Screens Means More Interaction


Good Content Engages

Good Content Engages

Nothing sums up better the fragmentation of ‘stuff’ than the proliferation of multiple content devices.

Truth is that in the past twenty years we’ve moved from a relatively stable world of knowing where to find what kind of content distributed as particular media to an unrecognisable topsy turvy landscape of pervasive media.

Keep up! This is a time of upheaval and experimentation at breakneck speed.

If you don’t canter ahead, you could end up being trampled by the sheer volume of content galloping out of every conceivable nook and cranny. This weight of information crashes along multiple channels demanding a call to action from those it hits.

The more content and noise multiplies so differentiation is harder to find, which is why the high quality, entertaining messages will be the only ones to cut through.

And with people now receiving music, video, games, text, photos on more than one device, often at the same time, creating contextual content is no longer straight forward.

I’m a glass full type of person, so whilst the challenges of making the right content for the right device on a full time, full-on basis is problematic, I reckon the opportunities for marketers in this new space have never been greater.

The Power of Video to Sell

Watch and Buy

Watch and Buy

Why am I not surprised when I read articles like the one by Christopher Ratcliffe on the Econsultancy blog telling me that nearly three quarters of consumers are more likely to purchase a product or service if they can watch a video explaining it beforehand.

This is part of an enormous body of evidence that now exists proving video communications is a powerful tool in persuading people to buy product, not necessarily through the old 30’ spots, but using a variety of techniques from demonstration to testimonial.

Given that video is such an important communications device, it’s more interesting to drill down into the stats and find out what kind of videos capture the viewers’ attention.

I suspect that if you slap up any old video or badly filmed content with poor audio, then percentage conversion to sale will fall away rapidly.

As Ratcliffe’s article goes on to say “the best types of videos are the ones where the message is delivered clearly and succinctly, but also in a manner that’s humorous, inventive or engaging”, which means ideas about how to package the message are just as important as quality and context.

Get all three right and the rewards will start to roll in.

The Chartered Institute of Marketing IMRG - The voice of e-retail

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