True Story Foods

True Friends,

real food.

True Story Foods was looking to expand its offerings by adding a DTC operation to its existing website.

We helped the brand update its creative library, both sourcing & providing fresh pandemic-era visuals to make it feel more relevant to a largely at-home audience.

The brand strategy was also in need of an update, deepening its messaging from simply “delicious” to a more nourishing tone of voice.

The concept of the brand’s “True Friends” was introduced, rolling out from newsletter outreach into social media groups to inform & reward the brand’s loyal fans across the U.S.

HOW WE HELPED

  • We helped True Story Foods set up the backend of their Shopify page, consulting with internal teams from finance to marketing. Their website needed a content lift, so we helped them retool their images & messaging to support their new DTC capabilities.

  • To keep the brand’s DTC start-up costs low, we provided food styling & photography while also working with professional photographers, directing shoots to create a storehouse of content to support the DTC launch. We also provided moodboards and concepting to strategically guide those shoots, maximizing spend.

  • We refined the brand voice, from simply “delicious” to a more nourishing tone focused on good times with family and friends. This strategy resulted in high engagement during the 2020 pandemic era, when consumers were missing the social events that had ceased to take place.

  • We developed consumer-forward messaging to speak warmly with fans of the brand’s products who were struggling to find them during the pandemic shutdowns/shortages across the U.S. By developing the brand’s newsletter outreach & social media groups as “True Friends” we were able to inform & reward loyal fans.

COLLATERAL THAT Speaks to the heart

The calm, nurturing tone of voice we developed for the brand lent itself well to the materials included in each DTC box of humanely raised, delicious meats shipped to a customer’s door.

Content pillars to build a community on.

  • Charcuterie for Beginners

  • Mom-Centric messaging

  • The Whole30 Community

  • A brand voice with warmth

  • Kid-Friendly Charcuterie

  • Summer Grilling Features

  • Back-to-School campaign

  • New Item Launch Support

  • Social Media Promotions

  • Visual storytelling

  • DTC PROGRAM MARKETING

Make it ACCESSIBLE

Shoppers wanted to see the products in real-life. Not too styled or polished—just real, good food.

True Story invested in updating their packaging, and we provided support to announce the new look. Simple animated creatives performed best during the campaign, boosting brand awareness & engagement.

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