Lakeland, the kitchenware specialist, requires aspirational video for its web pages to demonstrate the amazing food that can be produced by using its products.
The brief is specific and exacting; produce multiple product videos alongside beautiful looking dishes to show the ease of using the item and to inspire ordinary cooks to create great food.
Mendip Media has been working with Lakeland for more than half a decade and has developed methodologies to allow for multiple food video shoots in a single filming period.
From building kitchen and domestic sets in its own studio space to hiring food stylists and models, Mendip Media has created a production process to organise a complex shoot of different products all with their own shoot environment (format, scripts, storyboards, props, recipes).
The regular video output is deeply aligned to Lakeland’s seasonal marketing campaign and is a logistical exercise in creating great cost efficiencies whilst retaining quality, individuality and engagement in the content.
Lakeland surveyed 8,000 of its own customers about the product page videos and found that 24% had viewed at least one of the videos. Of those that had viewed them, 96% rated them “informative and useful” and 46% said that they’d bought something directly as a result of the video presentation.
The figures were considered “excellent” by Tony Preedy, Lakeland’s Marketing Director, who continues to invest in high-quality product video.