Creative Brief - Our Table of Memories Campaign by MART. American supermarket chain selling Asian goods needs assistance in creating a video marketing campaign that targets 20-30 year olds.

Target Audience: 20-30 year olds to shop at MART

Honeybee Films collaborated with MART to develop their autumn 2023 social media initiative, themed "Our Table of Memories." Directed by Jonathan Lue, the project integrated storytelling focusing on a young couple preparing for the arrival of a new family member.

The objective was clear: create a food-centric social media campaign. Our team innovatively crafted a narrative resonating with numerous soon-to-be parents, adding a unique perspective to the traditional approach.

Initially conceived as a documentation of close friends spending time together before the arrival of their first child, this project transitioned into a broader narrative aimed at connecting with newly expecting parents.

Our setting revolved around the dining room table adorned with banchans and produce commonly sourced from MART grocery stores. It became evident that we possessed the ingredients to film something extraordinary: not merely a brief documentary-style video, but rather a series of impactful social media advertisements. We aspire for this series of videos to resonate deeply with newly expecting parents.