Shortly after launching its Instagram channel, Giant Food challenged us to come up with an Instagram-specific content series that played into the fun, photography-first aesthetic the platform’s audience loves. There’s no shortage of food photography on Instagram, so our biggest challenge was finding a way for the brand to stand out among the rest.
We thought about the food-related posts we typically see. Plated dishes and high-quality food styling make for a great aesthetic, but people love the deconstructed style of a recipe post. We thought, why not deconstruct a food item itself? So we did—and we called it #FoodFormations.
The goal of the campaign was to drive awareness and inspiration for different food categories. When compared to the average awareness posts for the same time period, we saw costs drop 75%.